March 11, 2003

Toyota targets youth market with online game

Torrance, California – Toyota has launched an online game to attract the youth market, many of whom don’t have a driver’s license yet. The Toyota Rally Race ( is an interactive animated sweepstakes where the user becomes an active participant in a race across the United States. Featuring the Toyota Matrix, Tacoma, MR2, and Celica, the Rally Race has 4 fearless drivers – Bonita “Bo Lo” Lopez, the hot Latina from New York, Myron Gilbert, the brainy computer geek from Chicago, “Gearshift” Granny Jones, the spunky biker from Sturgis, North Dakota, and Ken Chiang, the skate punk from Southern California – in a cross country ‘battle royale’ from New York to LA.

The Toyota Rally Race was created by Noise Media, with co-branding partners Microsoft Xbox, Universal Music, Def Jam Recordings, and Moonshine Music. The campaign is designed to tap into the youth culture of music and video games in order to ‘connect’ with this difficult to
reach market segment.

“Coordinating with leading edge media partners like to create an integrated media campaign is a key to our online strategy,” commented Laura Lee, coordinator of Toyota’s program. “Noise Media helped us maximize our targeted reach with innovative initiatives such as a branded CD, targeted e-mail, and performance based rich media placement.”

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