Toyota’s 2011 Corolla campaign for the Asian American market announced a new partnership with Hatsune Miku, a unique musical artist known for her songs, dance moves and long, blue pigtails. Most interestingly, Hatsune Miku is a 3-D holographic character developed to put a face on a singing synthesizer software developed by Crypton Future Media. The campaign showcases the 2011 Corolla and introduces the virtual pop diva, a native of Japan, to her growing fan base in the U.S. Toyota Corolla will serve as the proud sponsor of Hatsune Miku’s first U.S. concert performance, slated for July 2, 2011 at the Nokia Theatre in Los Angeles, CA during Anime Expo 2011.

Working with its Asian American advertising agency, Toyota has built an integrated marketing campaign that includes TV, print, out-of-home, digital and social media, primarily targeted to the Asian American market. Not only are commercials in English, but it has also been translated to Cantonese, Mandarin, Korean, and Vietnamese. The campaign launched on May 5, 2011 with commercial spots on YouTube, garnering over half a million views in less than three days. With big dreams in a compact package, both the Corolla and Miku are driving straight to the top. The best-selling compact car, Corolla’s updated exterior and interior design and technology features allow it to stand out from the compact vehicle category, much like Hatsune Miku does in her field. No wonder it was Hatsune Miku’s top choice for her first vehicle in the U.S.

Watch Hatsune Miku as she steps out of her new 2011 Toyota Corolla and then steps onto the stage.