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Social Media Influencers Create Social Change in the Research Triangle

Toyota’s #TriPrius Campaign Benefits Three Charitable Organizations

Recently, 10 individuals from throughout the Research Triangle in North Carolina used their social media prowess to generate buzz for the 2016 Toyota Prius while also competing to win donations for charitable organizations. Following a successful #TriPrius campaign, The National Organization for Disorders of the Corpus Callosum (NODCC), Raleigh Public Record and Raleigh Crime Stoppers will each be awarded $1,000 to help further their missions.

“We have seen great success in working with non-traditional media to promote the Toyota brand,” said Christie Caliendo, public relations lead, Southeast Toyota Distributors. “Our influencer campaigns throughout the Southeast have enabled Toyota to tap into new brand ambassadors who generate authentic online content, allowing us to reach and appeal to various segments of the market.”

#TriPrius was a collaborative effort between Toyota Motor Sales, Southeast Toyota Distributors and 10 Raleigh-area social media influencers of varying genres. The influencers were encouraged to drive the all-new Prius around the Triangle for a week and post about their reactions. Some participants focused their messaging on the Prius’s advanced technological features, such as Toyota Safety Sense (TSS), others posted images of its stylish and innovative design, while some touted the trunk’s capacity to haul groceries for a family of four. Regardless of the theme, the message was clear: the 2016 Toyota Prius is a hit!

The weeklong campaign also featured group outings to incorporate all three cities of the Triangle, including a kick-off dinner at Durham’s Basan Bull City Sushi, a walking tour of Chapel Hill to view some of Michael Brown’s murals, a meet-up soiree at Joule in Raleigh and social media challenges. A panel of judges then reviewed the social engagement and selected a winner in each of three categories:

The Pixel Hunter (Jennifer Martin benefiting Raleigh Public Record): Toyota highlighted several hidden gems and national treasures located throughout the Triangle. The winner was the influencer who visited the most destinations on the #TriPrius map by end of the week.

The Game-Changer (Jed Record benefiting NODCC): This winner was the participant who captured the most creative photographic content featuring their Prius and local surroundings.

The Multiplayer (Jennifer Martin benefiting Raleigh Crime Stoppers): The individual who generated the most engagement across their social media platforms.

“Toyota’s #TriPrius campaign not only gave us the chance to explore the Triangle and connect with some amazing people in our community, but also to compete on behalf of a local charity,” said Jennifer Martin, executive director of Shop Local Raleigh. “We wouldn’t hesitate to participate in another influencer event with Toyota. They are an ideal model of a true community partner committed to paying it forward.”

This philanthropic initiative highlights the commitment of Toyota and its area dealers to positively impacting the communities they serve, and allows the brand to support three vital organizations on behalf of these Triangle influencers.
About Southeast Toyota Distributors LLC

Southeast Toyota Distributors is the world’s largest independent distributor of Toyotas. 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. Headquartered in Deerfield Beach, Fla., its vehicle processing facilities are located in Jacksonville, Fla. and Commerce, Ga. Southeast Toyota is a subsidiary of JM Family Enterprises, Inc., a diversified automotive corporation ranked No. 20 on Forbes' list of “America’s Largest Private Companies.” JM Family is also ranked No. 55 by FORTUNE® as one of the 100 Best Companies to Work For®, its 19th consecutive year on the list.