Toyota is powering an interactive companion application to a popular Univision series, allowing fans to interact with the show to drive engagement beyond simple social media pushes.

The automaker is sponsoring music-reality series La Banda, which will feature branded Toyota content interwoven throughout the season. Additionally, Toyota's interactive mobile application that lets fans get closer to the show in a more personalized way with features such as contests, voting and fantasy brackets.

"Toyota recognizes the power of music to connect people together," said Nancy Inouye, national media director for Toyota.  "Taking part in the creative process with talented rising stars like CNCO is a great opportunity for us to engage our guests in a fun, organic way. 

Making La Banda
After the widespread success of the first season of Univision?s competitive show, in which contestants vie for entry into a music group and get a record deal, the network established a brand partner in Toyota to help better target the young younger generation that tunes in.

CNCO, the winning group of the first season, was a fan favorite and Univision and Toyota are looking to capitalize on the rabid fan base that the performers who appear on the show bring in.

In becoming brand partner, Toyota will sponsor the series with special branded messages during the broadcast ? for example, a Toyota Wild Card moment that highlights the tension and unpredictability of the competitive format or a car-a-oke moment with the show?s host.

Toyota will also power an interactive mobile app, Univision?s Conecta app, which lets viewers get exclusive behind-the-scenes content, engage with the show in real-time as it airs by casting votes, and building a fantasy group of their favorite contestants.

Users can also track their miles driven with the app and win autographed posters from the season one winners every week.

Finally, two fans with the highest scores will be flown to Miami and driven to the final live showing in a Toyota Corolla where they will be featured on La Banda?s digital supplementary material.

Mobile connection
Toyota and Univison are partnering to continue to target the main demographic of La Banda, which is younger teens or millennials.

Univision is making a smart move by partnering with a car company as it targets younger audiences who are just getting their driver?s licenses and in the market for a new vehicle.

Additionally, by connecting over mobile and through digital video, Toyota and Univision are getting to millennials and teens where they are now, which is overwhelmingly on mobile.

Earlier this summer, Toyota launched a similar campaign aiming to target a certain demographic through the use of mobile, social and digital video. This campaign was centered on the Olympics and in addition to serving branded video content urged users to share their own self-generated content in response (see story).

Toyota is taking a similar approach here by encouraging viewers not only to engage with the show on its own, but to purse the engagement on the consumer side as well through the Conecta app.

?We'll be able to give consumers an up close and personal view of the musical journey as we join them for the ride to the next destination," Ms. Inouye said.