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"Unexpect Everything" with the 2014 Corolla 

ATLANTA, GA (October 9, 2013) – Today, Southeast Toyota Distributors and ad agency 22squared launch “Unexpect Everything,” the regional auto distributor’s first digital-centric campaign, to promote the redesigned2014 Corolla. The lifestyle campaign targets the Millennial demographic and includes broadcast, influencer marketing, social, digital, mobile, search, desktop gaming, experiential and in-dealership components, many of which will drive to Southeast Toyota’s Tumblr.

Millennials spend a significant amount of time online via their smartphones, tablets and laptops, and they make up a large portion of digital automotive media consumption,” said Kevin Botfeld, SVP, Creative Director, 22squared. “So for our 2014 Corolla campaign, we’re using digital, social and mobile content to activate our combined dealer Facebook fan base of more than 365,000 consumers across the Southeast.”

  • A recent study by AutoTrader.com found that 70 percent of younger Millennials see infotainment features as must-haves. So to generate awareness, increase engagement and drive advocacy for the newly redesigned 2014 Corolla, 22squared worked with media partners to create content across Millennial-centric channels.
  • Tumblr will showcase more than 300 pieces of content, including Corolla art captured by photographer Jack Parker and photos and videos from 15 influencers across Southeast Toyota’s five-state footprint. Influencers will be given access to experiences in their areas and to a 2014 Corolla, so they can document and share their authentic interaction with the car via Facebook, Instagram, Twitter, Vine and Tumblr.
  • In partnership with Fullscreen, the redesigned Corolla will come to life in CorollaCade, an arcade-style virtual reality driving experience, and the new music video from singer Tyler Ward called “Forever Starts Tonight.”
  • Evolve Media is developing the BFF Launcher, a flash-based game that allows players to virtually catch their friends through the sunroof of the new 2014 Corolla.

“The 2014 Corolla campaign with Southeast Toyota marks our first partnership with an auto distributor,” noted Brant McLean, Director of Brand Partnerships, South, Tumblr. “We’re proud to collaborate with a company known for its innovative practices and to help them accomplish an industry first by utilizing the Tumblr platform as the hub for this campaign.”

Currently, only 31 percent of the top 100 brands are utilizing Tumblr as a platform to engage with consumers. With the 2014 Corolla campaign, Southeast Toyota becomes the first regional auto distributor on Tumblr, joining the ranks of leading global brands like Coca-Cola in reaching the more than 300 million users currently engaged with the platform.

“Millennials will have higher buying power than any generation before them, so it’s important we interact with those consumers on their terms,” added Julie Tullis, Marketing Communications Manager, Southeast Toyota. “Through our industry-leading regional automotive social marketing program, we’re utilizing new platforms that break from a traditional broadcast-first approach and emphasize on- and offline engagement with the 2014 Corolla.”

About 22squared
22squared creates exponential ideas for exponential results because who doesn’t want to add “squared” to reach, advocacy or sales? We are the #3 Most Effective Independent Agency in the country and we create big brand ideas for Baskin-Robbins, Buffalo Wild Wings, The Costa Rica Tourism Board, Florida’s Natural Growers, Publix Super Markets, Inc., Southeast Toyota Distributors and other iconic brands to spark conversation in the public at large and turn customers into advocates. How else could a 91-year-old shop reinvent itself and be awarded iMedia’s Best Agency for Social Media? Visit 22squared.com to learn more.

About Southeast Toyota Distributors, LLC
Southeast Toyota Distributors is the world’s largest independent distributor of Toyotas and Scions. The company distributes vehicles, parts and accessories to 176 Toyota dealerships in Alabama, Florida, Georgia, and North and South Carolina. Southeast Toyota dealers sell approximately 20 percent of all Toyotas sold in the country. Southeast Toyota is headquartered in Deerfield Beach, Fla., with vehicle processing facilities in Jacksonville, Fla. and Commerce, Ga. Southeast Toyota is a subsidiary of JM Family Enterprises, Inc., a diversified automotive corporation ranked No. 37 on Forbes’ list of “America’s Largest Private Companies.” JM Family is also ranked No. 32 by FORTUNE® as one of the “100 Best Companies to Work For;” this is its 15th consecutive year on the list.

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