Toyota is attempting to position its popular Corolla model to appeal to tech-savvy “Millennials” with a campaign that utilizes mobile technology at the heart of a multi-media campaign that leverages Out-of-Home (OOH) and social media efforts, as well as digital and television ads.

Toyota’s latest campaign for the new Corolla incorporates mobile to target the Millennial audience (defined as a people reaching young adulthood around the year 2000) that is looking to purchase their first car and to accelerate their career.

The campaign also incorporates the hashtag #CorollaStyle and encourages consumers to submit video clips via Vine and Instagram.

Transit shelters in several major markets, including New York andLos Angeles, were executed with an integrated NFC chip that launches a virtual test drive with the tap of an NFC-enabled smartphone.