NEW YORK — Toyota is looking to reach an individual market by lending an individual product as sponsor. The Toyota Matrix will sponsor the Asian American International Film Festival in New York City, which runs July 10-19, but the car is not featured in the movies that will be showcased there.
The automaker, in its Toyota Open Road blog, calls the Matrix "edgy" and "forward thinking" and says it's a good match for the festival, which it calls "one of the edgier film festivals around." That seems to be borne out by the centerpiece films scheduled to appear, including Princess of Nebraska, about a pregnant teenager; The Speed of Life, about a 13-year-old who steals from tourists in Brooklyn — and especially Ping Pong Playa, about a trash-talking teen known as "C-Dub" who has to take his more respectable brother's place in a national ping-pong tournament.
The Toyota Matrix/Asian American cinema link is not a one-off. Toyota's dedicated Matrix Web site includes a multimedia page all about Asian American cinema featuring interviews, film reviews and calendars of events.
What this means to you: Toyota dives deeper into niche marketing, with one of its more mainstream models. — Laura Sky Brown, Correspondent
The automaker, in its Toyota Open Road blog, calls the Matrix "edgy" and "forward thinking" and says it's a good match for the festival, which it calls "one of the edgier film festivals around." That seems to be borne out by the centerpiece films scheduled to appear, including Princess of Nebraska, about a pregnant teenager; The Speed of Life, about a 13-year-old who steals from tourists in Brooklyn — and especially Ping Pong Playa, about a trash-talking teen known as "C-Dub" who has to take his more respectable brother's place in a national ping-pong tournament.
The Toyota Matrix/Asian American cinema link is not a one-off. Toyota's dedicated Matrix Web site includes a multimedia page all about Asian American cinema featuring interviews, film reviews and calendars of events.
What this means to you: Toyota dives deeper into niche marketing, with one of its more mainstream models. — Laura Sky Brown, Correspondent
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