After unveiling the first SpongeBob SquarePants-inspired vehicle last month, Nickelodeon and Toyota’s new SpongeBob 2014 Toyota Highlander is hitting the road for a series of fan events across America.
The one-of-a-kind concept vehicle was unveiled during Nickelodeon's SpongeBob Day at the Padres vs. Giants game in San Diego, Calif., and features a character-themed exterior and interior.
Now SpongeBob is hitting the road for the Happy Driving! promotional campaign, which made its first stop at the Nickelodeon Suites Resort in Orlando, Fla., last weekend. The car will make stops in major cities across the country from now through Dec. 9, ending up at the LA Auto Show in Los Angeles, Calif.
Each stop along the way will feature character meet-and-greets, photo opportunities, exclusive SpongeBob/Toyota Highlander-branded premiums, airbrush tattoos and interactive areas for kids.
"We are pumped and honored to partner with Nickelodeon, and especially SpongeBob, to help launch the all-new 2014 Highlander,” says Jack Hollis, vice president, marketing, Toyota Motor Sales, U.S.A. “Like the Highlander, SpongeBob is family friendly and just plain fun–what more could you want in a family vehicle and cartoon?"
From now through November, fans can also log on to Nick.com/Highlander to create their own design for the SpongeBob Toyota Highlander, download kits for family road trips that include SpongeBob-branded printable games and coloring pages, watch behind-the-scenes footage of the making of the SpongeBob Highlander, play SpongeBob online games and enter the SpongeBob Highlander sweepstakes for a chance to win a Toyota Highlander.
"We are thrilled to partner with Toyota to produce this truly unique SpongeBob SquarePants-themed Highlander," says Pam Kaufman, chief marketing officer, Nickelodeon Group. "Through the Happy Driving! program, SpongeBob fans across the nation will have a chance to interact with SpongeBob in a whole new, four-wheeled way."
Beyond the Toyota partnership, Nickelodeon will be celebrating all things Bikini Bottom this summer with a myriad of SpongeBob-themed activities nationwide that will be capped off by the first-ever SpongeBob Fan Shellabration at Universal Studios Hollywood, in Los Angeles, Calif., Sept. 7-8.
Additional summer events include a fan-created SpongeBob art exhibition at Gallery Nucleus in Alhambra, Calif., July 27-Aug. 11 and the announcement of the winners of the first-ever SpongeBob SquareShorts: Original Fan Tributes this month.