Influencer Marketing Social Media

Toyota Focuses on Engaging Parents in Year Two of TeenDrive365

November 10, 2014

This week Toyota, in partnership with 360i, is introducing new TeenDrive365 resources that further emphasize the critical role parents play in helping keep teens safe behind the wheel. The ongoing effort was built on the insight that parents are the number one influence on how their teenager will behave behind the wheel – and while parents may think their teens aren’t paying attention to them when on the road, the truth is in fact the exact opposite.

The new resources live at the campaign’s digital hub: On the website, which was recently revamped to highlight the full suite of graphics and resources you will now find:

  • A new spot coined “Parents Who Drive Bad Anonymous,” which takes a humorous look at parents’ vices behind the wheel as they commit to being safer drivers for their teens
  • A “Masters of the Wheel” video series, featuring professional race car driving legends discussing the influential role parents play in teen driver safety
  • An online pledge where parents can promise to set the best examples behind the wheel for their teens
  • Additional ways parents and teens can share important safety tips on social media, including animated GIFs and picture-based riddles, which make learning about driving safety fun while informative

Last year, Toyota launched TeenDrive365, the brand’s largest campaign to address teen driving safety to date, and a comprehensive initiative that offers online tools, expert advice, local events and social media elements to inspire parents and teens to be safe drivers together.

Since its launch, millions of people have engaged with the online and in-person resources that make up the TeenDrive365 program. More than one million people have visited the website, more than 22,000 people have taken Toyota’s safe driving pledge and over 10,000 people have interacted with TeenDrive365 at events around the country.

In addition to the new resources, TeenDrive365 will continue to offer its existing teen driving resources such as:

  • The Cost of Driving Calculator,” a tool which helps parents teach their teens about the financial implications of life behind the wheel
  • Toyota’s Mutual Driving Agreement, which encourages teens and parents to set expectations for safer behaviors while driving
  • “Heads Up!,” an online driving game, which demonstrates the dangers of multitasking while driving
  • Safe driving events and resources offered around the country, including behind the wheel defensive driving courses and teen safety clinics in partnership with local Toyota dealerships

The integrated campaign is supported by targeted media across traditional and online channels such as national radio, online video, display, mobile and paid social advertising, and is further being supported by custom content and high-profile sponsorships. The effort will also be promoted across Toyota’s branded social communities, and fans can follow on Facebook and Twitter.

Cover Photo via Toyota