The Chicago Auto Show and Word of Mouth Marketing Association (WOMMA) presented Toyota with the fourth annual "Driving Engagement" award for its most buzz-worthy social media campaign of 2015 during the 2016 Chicago Auto Show Social Media Preview. Toyota's social media campaign titled "Toyota Family Trails" empowered families to learn together through exploration and adventure.
"This year what impressed us the most is that auto brands are moving beyond use of social media or a one-time campaign into year-round integration of multiple channels with focus on community and loyalty/customer advocacy," said Suzanne Fanning, WOMMA president. "When that's the focus, everyone's a winner. Congratulations to Toyota on a great year of driving true engagement!"
Historically, this event has been the culmination of WOMMA's review and selection process. However, for the first time, WOMMA enlisted consumers to weigh in and cast their vote in the weeks leading up to the Social Media Preview Day, via the Chicago Auto Show's Facebook page.