Trending PR Campaigns
Toyota Drops a Caravan on the Electric Hilux
Toyota asked Reddit users how to test its new electric Hilux, then recreated a famous Top Gear stunt by dropping a 760kg caravan onto the truck. The Hilux started up and drove away, giving Toyota a dramatic way to connect its electric model with the nameplate’s reputation for toughness.
Why it worked: It hijacked a beloved cultural meme (Top Gear’s “unkillable” Hilux) and validated it with a public-picked, filmed destruction test that defied expectations.
The lesson: Consider letting Reddit or a subreddit vote on a risky, visual proof test of your product’s core claim, then film the outcome.
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