Toyota's Sponsorship of AIDS/LifeCycle

AIDS/LifeCycle is a fully supported, 7-day, 545-mile charity bike ride from San Francisco to Los Angeles, raising money and awareness in the fight against HIV/AIDS. It is produced by and benefits the San Francisco AIDS Foundation and the Los Angeles LGBT Center. 

Since 2016, Ryan has led Toyota’s partnership with AIDS/LifeCycle. He has coordinated loaning 50-70 Toyota vehicles every year to support logistics, and managed on-site activations and consumer engagement. In 2018, Ryan served as Team Captain for Toyota’s first-ever team for AIDS/LifeCycle, and then expanded the involvement to include Vehicle Marketing and Olympic Marketing when Toyota-sponsored Olympic medalist Gus Kenworthy rode in 2019. Toyota’s AIDS/LifeCycle program won a PRSA Dallas Pegasus Award for Best Community Program in 2018, as well as the Auto Finance Excellence Award for achievement in community service by Auto Finance News in 2019.

Audience:

Over 3,000 AIDS/LifeCycle participants. This includes riders, Roadies (volunteers along the route), donors, and supporters.

Services Provided:

Collateral Development

  • Wraps for rear windows on 50-70 Toyota vehicles.

  • Stickers for vehicle identification that kept consistency with brand.

  • Branded canopy and promotional flag specific to #LoveDrives.

  • Branded stickers for Sport Beans jelly beans.

  • Custom overlay for FotoZap app as part of #LoveDrives social media.

  • Custom $500 bonus cash voucher toward a new Prius Liftback.

  • Copy and ad to appear in the "Daily Spin," AIDS/LifeCycle's daily newspaper.

  • Reminder and roadside assistance contact cards placed on dash inside all 50 vehicles.

  • "How to Drive a Prius" tip sheet placed inside all Prius vehicles.

On-Site Event Activation & Social Media

  • Pre-Ride Soiree Events: Participants in the San Francisco region and the LA region were invited to soirees in their city. Toyota was notably thanked with stage mentions at both.

  • Orientation Day: Centrally located at the exit of participant registration, Toyota’s event activation included a 10’ canopy and #LoveDrives promotional flag; Instagram printer for print-outs that could be customized with Sharpies; passing out vouchers and Sport Beans; #LoveDrives social media photo activation with iPads. Four Prius vehicles were centrally placed on display in the arena inside Cow Palace.

  • Camps During the Week: Canopy and #LoveDrives promotional flag; Instagram printer for print-outs that could be customized with Sharpies; passing out vouchers and Sport Beans; #LoveDrives social media photo activation with iPads.

  • Rest Areas and Scenic Points Along the Route: Passing out Sport Beans; #LoveDrives social media photo activation with iPad.

Outcome

“It’s so amazing to have corporate partners like Toyota sponsoring and participating in AIDS/LifeCycle! To see a major brand like Toyota on the ride for all seven days of ALC proved to me their commitment to the fight against HIV/AIDS and to our community as a whole.”
— Michael Beck, Cyclist
“As a Toyota driver, I already believed in the brand. But seeing them sponsor AIDS/LifeCycle made me a lifelong customer. Having a representative like Ryan there the entire week was not only uplifting because of his welcoming and accepting attitude, but also made me think about Toyota’s commitment to the LGBT community differently. It makes me proud to drive a Yaris knowing that Toyota is so willing to help a group that’s dear to my heart.”
— Matthew Krumpe, Cyclist

Social Media

Twitter:

  • 317% growth in #LoveDrives tweets from June 1 - 15, 2016

  • Potential reach of 660,000 from June 1 - 15, 2016.

Instagram:

  • Potential impressions: 58,723.

  • Over 200 #LoveDrives Instagram posts during AIDS/LifeCycle.

FotoZap App on iPads:

  • Over 300 photos and GIFs captured with FotoZap app.

  • 857 unique visitors to photo sharing website.

  • Top photo page (single photo shared by one participant) received 95 views.