Many companies have speculated about how to use Snapchat, the popular “disappearing” social media communication platform. Now, automaker Toyota has jumped in to test the waters of sponsoring some of their advertising. Their hope is that their payments don’t magically evaporate the way that messages sent through the platform do.

Toyota is embracing Snapchat to promote the roll out of the Corolla. The Automaker has purchased ads on Snapchat targeting Los Angeles. Videos will run inside Snapchat’s localized Live Story feature making it the first time and automotive company has utilized the local ad format. Snapchat stories are owned content curated from user submitted content. The campaign will begin in August.