Toyota Motor Sales, U.S.A., Inc. is doubling down on live streams as a sponsorship activation platform.

The auto maker this year is sponsoring first-ever live streams at two of the country’s largest music festivals: the Sasquatch! music festival in George, Washington and this week’s Firefly music festival in Dover, Del.

Toyota also sponsored the Stagecoach music festival live stream, including the festival’s first live stream on Tumblr.

Toyota will sponsor five music festivals this year, with potentially more to follow. In addition to Firefly, Sasquatch and Stagecoach, the company sponsored last month’s Country 500 and will return to next month’s Lollapalooza.

So far, Stagecoach, Sasquatch and Firefly are all confirmed for live streams.

The automaker integrates the Toyota brand into live streams in multiple ways. That typically includes a custom branded Tumblr and custom bumper on the Yahoo Festivals page, as well as an HPTO autoplay billboard that runs on the homepage. Toyota also runs a pre-role (Yahoo), mid-role (Yahoo and Tumblr) and Toyota Music overlay during the live streams.

The live streams help Live Nation engage fans who can’t make it to the festivals, said Jordan Zachary, Live Nation chief strategy officer.

“Live Nation produces 25,000 concert events each year, and we want to bring the live experience to fans everywhere, on every platform, including and “

Millions of consumers tuned in to the Stagecoach and Sasquatch streams, with each user spending more than 14 minutes on average with the brand, said Nancy Inouye, Toyota national media manager.

The automaker also has generated tens of thousands of engagements with its “Music Moves You” Tumblr content for each festival, she said.

“As a result, we’ve seen an increase in demand for vehicle engagements on-site and through social media. Time spent and engagement are good indicators in lifts in key brand metrics, which is our primary objective for Toyota Music.”

More users view Yahoo livestreams on desktops than mobile devices, she said, while mobile livestreams have outweighed desktop on Tumblr.

Toyota is using the festivals to promote the Rav4 hybrid, Prius, Corolla and Camry. The automaker uses research to align specific vehicles to each festival’s audience type, as well as the Toyota Music Den on-site activation area.

The automaker in 2015 sponsored Stagecoach, Lollapalooza, Outside Lands, Nocturnal Wonderland, Life is Beautiful and Voodoo. Through its partnerships with Yahoo and Live Nation, Toyota offered live streams for Voodoo as well as the Landmark (Washington, D.C.) and Creamfields (Daresbury, England) music festivals.

Adds Live Streams Of Non-Music Events
Toyota’s use of live streams isn’t limited to music. The automaker this year tapped Facebook Live to share content from both third-party and proprietary events.

That includes “Future Forward,” a three-city art roadshow that showcases the three core pillars of the all-new Prius hybrid: technology, design/style and eco-heritage. The program—created under the auspices of Vice Media’s The Creators Project—features original works of art as well as a series of videos and editorial pieces that showcase the artistic processes and inspirations behind the works.

The roadshow will visit New York City, Chicago and Los Angeles this month.

Toyota also executed a Facebook Live post for Hotel Tacoma, a three-day excursion around which the automaker invited athletes and influencers to participate in a weekend of off-road action sports activities.

The company used the event to promote the mid-sized Tundra pickup.

Toyota also has live streamed major sports events including the Super Bowl, March Madness and the World Cup. The company mirrors its Toyota Halftime ownership positions with NBC Sunday Night Football, ESPN Monday Night Football and ESPN NBA via live streams with ESPN and NBC Live Extra.

Toyota also has a large presence in all NASCAR Sprint Cup Series races with Fox Go and NBC Live Extra.