Toyota, after partnering with Yahoo on its NFL and Live Nation deals, continued the relationship last week in sponsoring Tumblr's and Yahoo's livestream of the Sasquatch! Music Festival
The festival, which included headline acts Florence and the Machines, The Cure and Disclosure, was streamed at http://sasquatchlive.tumblr.com/, a co-branded Toyota and Sasquatch! site.
Building on its clever Music Moves You campaign, Toyota partnered with Tumblr on the live-stream and for additional content, as well as with Yahoo for ad-space. Campaign components included:
- A live stream ad on the Yahoo homepage running Friday
- Tumblr Sponsored posts produced by Tumblr Creatrs (UGC program)
- A Tumblr Sponsored Day-package - allows marketers’ content to appear at the top of viewers' dashboards for a 24-hour period
- Native and display ads on Yahoo properties that drove to the live stream and Toyota's Music Moves You Tumblr
Toyota also supported the content feed through on-site activations such as the Toyota Music Den.
Check out some of the content created by Tumblr artist John McLaughlin below: