The effort centered on a #CorollaCrossStep challenge where users could show off their dance moves to win a 2022 Toyota Corolla Cross. Aubrey Fisher, a creator who also stars in TV ads promoting the new vehicle, helped judge submissions and appears in the inaugural video for Toyota’s TikTok page alongside the first-place winner.  

The campaign, which inspired 1.4 million user-generated videos featuring the #CorollaCrossStep hashtag, is representative of how legacy automakers are shifting gears to digital and social media tactics to court the next generation of drivers.