Toyota Prius I-440 Stunt
In the summer of 2016, Toyota Motor Sales and Southeast Toyota joined together to reach millennials in the Research Triangle Park area of North Carolina.
In their initial push, they invited 10 locals to try the new Toyota Prius for a week. Users were encouraged to drive the car around town, sharing their photographs and experiences with the car using the hashtag #TriPrius.
We were invited to participate in the campaign, but decided to try something a little different.
We knew that the Prius gets great gas milage, but the newest model has a sportier, sleeker look. Like true southerners, we joked about taking the car to a local NASCAR track to see how it would perform. But then it hit us. We have our own public “racetrack” just a short drive from our front door: the 16-mile stretch of highway that encircles the city of Raleigh, known as the Beltline.