Toyota has launched a campaign for its 2024 Toyota Grand Highlander across Uber Eats and Rides. The holistic campaign uses Uber’s first-party data to engage audiences across multiple touch points.

On Uber Eats, Toyota is using the Uber Eats Storefront to connect the first-ever Grand Highlander with families by providing an easy experience for busy parents to get snacks for their kids, have a family meal and more. The partnership helps families trying to do it all and keep them fuelled throughout their busy weeks, whether it’s for game-day snacks or a movie night at home. The Storefront also offers customers a promotional offer of $5 off any order of $20 or more.

The campaign also includes playable Journey Ads to connect with people in moments throughout their ride. The game, dubbed “Cargo-Cram”, offers users the opportunity to digitally fill up the trunk of the Grand Highlander with as many objects as possible, showing the full capacity of its cargo space. Each object placed gives a player points and more time on the board, allowing them to reach new levels.

“We’re thrilled to be the first automotive brand to utilize Uber Eats’ branded Storefront and Uber’s Journey Ads together in a campaign that interacts with our audience in a fun and engaging way,” said Angie White, Senior Manager, Media, Toyota Motor North America. “We’re always looking for new and creative ways to drive brand engagement for Toyota, and this Uber partnership for the first-ever 2024 Grand Highlander had great synergy for both brands.”