Toyota Motor Sales U.S.A. Inc. is tailoring its new ride-and-drive tour to a particular class of consumers: "rejuveniles."
Today, Aug. 23, Toyota will announce an eight-city test drive event called "Put it in Play." The tour begins Saturday, Aug. 28, in San Francisco.
Toyota is targeting 18-to-34-year-old buyers it calls rejuveniles for their desire to rediscover their inner adolescent. The tour links the test drives to playground games. The automaker is generating awareness of the event through so-called viral methods: the Internet, word of mouth and e-mail messages.
In each tour city, Toyota will transform a million square feet of outdoor space into an adult playground. The tour will offer variations on such childhood games as dodge ball, tag, capture the flag, and red light/green light.
The twist? Participants will compete for prizes while driving a Toyota Matrix, Corolla or Celica in motorized versions of the games.