Screenvision brings interactive Corolla spot to theaters

10/3/2013 | MediaPost Communications

Toyota will run in-cinema ads for its 2014 Corolla in a deal with Screenvision that includes an interactive version of a 60-second spot from Saatchi & Saatchi LA. Viewers can use the Shazam smartphone application during the ad to enter a contest with a new Corolla as the prize. "We know we have 56% recall, so we are looking to take advantage of that audience, who then walk out of the theater with that brand [top of mind]," said John McCauley, senior vice president of strategic alliances at Screenvision.

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