KCON is a Korean pop culture convention and concert held annually in New York and Los Angeles. As the agency of record for the Asian American segment for Toyota, we have helped execute their consumer engagement, media and sponsorship of the event over the past six years. The event continues to grow each year as the popularity of Korean pop culture content expands in the Asian American segment and beyond. Nearly 130,000 fans attend the New York and Los Angeles events combined. Consumers who engage with Toyota’s activation are added into the CRM database and engaged after the event. As the largest event of its kind in North America, a range of media outlets cover the annual event. Consumers who participate in the activations in the Toyota space are encouraged to share their content on social media and Toyota owners who stop by are given special VIP access and opportunities.
For 2019, we helped Toyota create the Toyota Play Lounge for their activation. Consumers could dance on our signature LED dance floor, create their own custom luggage tags, DJ in the all-new 2020 Corolla Sedan, participate in our AR Scavengar Hunt, and ride and drive the Toyota family of vehicles.