On Sunday, November 27th, the community gathered from all over to watch the 2016 Soul Train Awards. In conjunction with our Camry flight, we partnered with BET to sponsor the Soul Train Awards’ Red Carpet Experience, a fun opportunity for our audience to engage with their favorite performing artists with Toyota as the main lens.

We even recruited the lovely Sharon Carpenter as our Toyota Showcase correspondent to whisk viewers to this year’s red carpet with just the swipe of their finger. All content was syndicated on Toyota Showcase’s social channels, Toyota’s official African-American digital go-to. With combined efforts from Burrell’s engagement, media, and social teams, we were able to engage Toyota’s audience around Soul Train and increase Camry’s visibility within the African-American market, thus reinforcing their loyalty to the brand.

Learn more about Burrell Communications and our capabilities here.