For the second year in a row, Toyota has decided to renew its partnership with Competitor Group, Inc. The organization is in charge of the Rock ‘n’ Roll Marathon Series, a marathon event that spans 30 different locations and 600,000 runners across the U.S. and combines the experience of running a marathon with headliner performances at finish line rock festivals. These festivals would not be possible without the Toyota Rock ‘n’ Roll Concert Series.
In addition to providing the entertainment at the end of the marathon race, participating in the Rock ‘n’ Roll Marathon Series gives Toyota a chance to engage with communities and customers in a more direct and interactive way. The brand has permission to host Toyota Ride and Drive events at select pre-race Health and Fitness Expos organized in advance of the marathon, at which runners are given the opportunity to experience Toyota vehicles for free. Plus, onsite activations and digital media engagement with the runners involved in the event add an extra level of interaction.
“Toyota has been a phenomenal partner to work with this past year, celebrating and inspiring a passion for the active lifestyle,” John Smith of Competitor Group, Inc. said regarding the partnership. “Both of our brands are committed to energizing communities around shared passions of music and fitness, providing customers with a memorable experience, whether it’s live entertainment on the course or the Toyota Rock ‘n’ Roll Concert Series at the finish line.”
The Rock ‘n’ Roll Marathon Series is the largest sports platform in the United States, with a projected 600,000 runners expected to participate in the 2016 series. Toyota’s involvement with the event allows the brand to connect with marathon runners through a combination of fitness and musical entertainment.