Toyota first car brand to use Snapchat Spectacles

Influencer fans on front row during Toyota’s C-HR lifestyle event in London

‘The Night that Flows’ is the world’s first drive-through immersive theatre experience taking place in London on February 2nd 2017. The experience will see 100 key lifestyle media and influencers from across Europe take part in a real world depiction of the ultimate ‘Search for Perfect Flow’. The special guests of the night are the Snapchat Spectacles, which allows fans to take place behind the steering wheel and experience the event in a way they have never seen before. Toyota is the first car brand worldwide that integrates the Spectacles in a marketing campaign.

A mix of lifestyle, fashion, design and technology influencers will attend the event in London. One of them is the Dutch influencer Laura Ponticorvo, who offers her fans a unique experience via Snapchat Spectacles. 10-30 second videos recorded through the glasses are from the point of view of the wearer. Capturing the full range of the lens, the videos can be viewed both vertically and horizontally. This first-person view offers a complete new experience and using the Spectacles will bring the C-HR to life in a unique and engaging way.

First car brand that uses Spectacles in marketing campaign

On November 2016, Snapchat introduced the Spectacles in the USA. L’Oréal Paris was one of the first brands to utilize Snapchat’s Spectacles as part of a major push during the Golden Globe Awards. In cooperation with Toyota, Amsterdam based influencer agency 3sixtyfive developed the Dutch campaign in which the Spectacles take part. Toyota is the first car brand to use them to augment a larger story during this lifestyle event.

‘The Night that Flows’

The exact details of the event are still shrouded in mystery, adding an element of surprise. The location is top secret and even the influencers don’t know what to expect. From start to finish, the experience will be one of discovery, a story of Finding Perfect Flow. Make sure to add lauraponticorvo on Snapchat for the full experience. This isn’t going to be a typical car launch – it will be an experience that we believe will be like nothing you have ever seen before.

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