The worlds of Mexican regional, urban hip-hop and pop music recently converged for a one-of-a-kind Snapchat experience with Toyota in celebration of the 2016 Billboard Latin Music Awards. 

The engagement was part of Toyota’s RAV4 Hybrid marketing campaign that encourages people to get out of their comfort zones.The concept centers on a simple idea: what would happen if you took artists of different genres and put them in each other’s shoes? Toyota invited El Dasa, Goyo (member of Chocquibtown) and Natalia Lafourcade to venture out of their musical comfort zones to find out.  

Fans had a chance to see each artist interact with their newfound musical world simultaneously. The experience was enhanced when three phones were put together as each artist’s story unfolded, forming a seamless narrative. The artists also shared their experiences with fans on other social media channels, unified by the hashtag #AceptaElReto. 

“Toyota is all about innovation and engaging with guests through technology and music,” said Florence Drakton, social media marketing manager, Toyota Motor Sales, U.S.A.  “We know how important social media channels are, whether for listening to or sharing music, so using Snapchat made total sense.  Together, these three artists created an immersive experience that fans enjoyed.”