To generate buzz around the 2016 Toyota Tacoma launch, OutCold partnered with the Kansas City Toyota Regional team to create a two-part Tacoma off-road experience for dealers and consumers in four Midwest markets.

The primary focus of the off-road experience was to train dealership associates on the capabilities and features of the new Tacoma. By leveraging Toyota’s existing partnership with Bass Pro Shops and positioning the experience at Bass Pro locations in each market, we created an opportunity for consumer engagement as well. Visitors were able to ride along with our professional drivers on the off-road course, testing the capabilities of the truck firsthand. By making the experience dual-purpose, OutCold helped Toyota maximize its investment.