Vivid Sydney is a unique annual event of light, music and ideas. Toyota and Soap Creative brought an interesting twist to the festival with an interactive installation that explores the relationship people can have with cars.
From Toyota Etios in South Africa comes this sweet window installation driven by tweets. It rewarded South Africans for stopping and tweeting with the right hashtag (#etiossmile). Then the sweet released by the tweet and rolling through the Rube Goldberg-style machine was theirs.
Toyota’s new future car is a billboard waiting to happen. Both full sides of the car are completely customisable instantly. Crazy, mental stuff but also fun and individual… Read more…
Japan’s hot shop ‘Party’ have launched a racing game that uses your social content as billboards along the track. It is an awesome execution with real game play value and an eerie distraction through the familiar photos whizzing past. Win the overall race and you could go to Japan, to see Toyota’s new sports car FT-86 unveiled. Read more…
I’ve just finished (well, not really) an interesting experience on the new Toyota Scion’s website. Little Deviant is a kind creepy fairy tale, mixing cartoons characters and 3D in a urban environment and recreating a sort of adventure game in seven chapters. Every chapter has an advergame in which visitors have to succeed in order to move on to the next part of the story. To tell the truth, I haven’t gone further than the second chapter… in a certain sense I’m not sure how many users will actually spend half an hour on the site (or maybe more) to interact with the goblins, but I also understand I’m probably not in the target audience Toyota wants to reach with this action. This said, the experience is cool and worth giving it a try… also, taking a more “marketing” approach to the site and having read an article yesterday on eMarketer (Kids and Teens Influencing Purchases), I better understand the campaign idea…The target are not the parents, but the kids!
Thanks to Panos, I’ve found out about an interesting “blog marketing” campaign carried out by Toyota in Greece. I’m glad to post about it since it extends the coverage on online marketing in Europe, but also because Panos shared quite a lot of numbers and insights, which are not so common to find and share…. For the launch of their new hatchback model, the Auris, Toyota Hellas wanted a digital campaign that would promote the new car’s interior design and the feel drivers get when sitting inside the Auris’ modern “cockpit”. The campaign needed to actively engage consumers with the brand, to generate leads and “test-drive” requests. OgilvyOne Athens decided to think “Web 2.0″ and find a way to invite consumers to do most of the talking and promoting. So Greek bloggers were invited to test-drive the car for a week if they would post their findings on their respective blogs, which would also be collected into a central blog, at http://www.aurisblog.gr. At the same time, a banner campaign invited the general public to request a test-drive, which could also win them a 4-star hotel weekend in Greece with of course the Auris at their disposal.
Toyota has signed a deal with Yahoo! to promote its new Aygo car with the online sponsorship of the Yahoo! Music Festival Guide. According to Netimperative, Yahoo is launching a microsite featuring all the information about music events during the summer in the UK. Given the target market the Aygo aims to appeal, the deal looks like a smart move to generate awareness.
Toyota is taking a a test-drive festival around the US. A website supports the initiative, with a typical advertainment approach Putitinplay.com presents the driving games people can play in the playground at the “Put it in Play” Festival”. It also presents two online games “Vehicular Dodgeball” and “Redlight/Greenlight”. The site features a 70s’ graphics (which is cool), but it’s rather confusing in presenting the content.
Scion is a new line of vehicles from Toyota will be promoted with an email-based viral advertising campaign developed by Attik. As explained in the press release there is a web site, WanttX featuring four animated episodic shorts entitled “303 Caliber” as well as tC-themed downloadable screensavers, wallpapers, QuickTimes of the campaign’s new cinema/broadcast spots, custom browser tools, comprehensive information on the tC, a dealer locator, a “send to a friend” feature as well as the ability to register on the site to receive email updates. Adrian Si, Scion interactive marketing manager says:” We wanted to generate some buzz about the tC prior to its on-sale date, so we dove head on into this project. Concept to deployment was accomplished in 30 days. Fortunately, we’ve had some great partners on board who were able to develop and launch impactful creative in a very short period of time.”
Toyota Motor has agreed to become the first exclusive automotive sponsor on eBay, the online auction site. The article on the IHT says that we can expect more of such deals in the very next future, since automakers are becoming more and more unsatisfied with TV advertising results (and costs). Thanks to the deal, Toyota will be the only automaker advertising new vehicles on eBay and throughout eBay Motors which is the most-visited automotive site on the Web, according to Nielsen/NetRatings figures. Furthermore there will be a “Fueling Desire” a dedicated site for Toyota to showcase new cars and promotions.
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