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The automotive company used the event to bring to life its current advertising campaign on the family-friendly site.
Ten volunteers from the website’s blogging community were invited to test drive five of its hybrid cars.
The Mumsnet representatives acted as drivers and passengers, and were joined by a Toyota ‘chaperone’ who was on hand to answer questions. The passengers were given a GPS-based app on a tablet that presented a series of challenges and questions related to the Toyota and its hybrid series.
The treasure hunt took the Mumsnetters around country roads, towns and motorways close to Toyota’s UK headquarters in Epsom, Surrey. Participants were encouraged to share their thoughts on the experience on a Mumsnet message boards afterwards.
Peter Barker, operations director at Wildgoose, said: "The incredible flexibility of our App enabled us to create really fun, engaging and compelling questions and tasks that reinforced Toyota’s key messages while promoting their hybrid cars and the brand overall."
Jemma Shaw, from Toyota’s advertising department, said: "We were looking for a really different and unusual way to engage the Mumsnetters at our event while showcasing our hybrid cars.
"Wildgoose Events came up with a brilliant concept for a treasure hunt that gave us exactly what we wanted - a fun, exciting and branded event that would educate the mums about the cars while they were giving them a comprehensive road test."
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