Toyota recently teamed up with VH1 Save the Music to produce a new activation and social media campaign, which launched at Lollapalooza. The activation featured a life-size glowing willow tree. On the tree, festivalgoers hung messages about what music meant to them. One person wrote: "Music is peace," while another message read: "Music helps me sleep." Many messages bore the hashtag of the new campaign: #ToyotaGiving. For every social media post regarding the activation, Toyota donated $1 to VH1 Save the Music.