Toyota targets youth with personalised content
Share
Toyota is launching a social media initiative that invites fans to create a personalised pop video alongside the animated stars of its recent campaign for its Yaris model.
The Facebook and Twitter campaign, created by Saatchi & Saatchi, allows fans to submit a personalised “shout out” from today (5 January), that will be created as a video starring the ad’s characters; rapper Gadget and Slick the puppet.
The car marque introduced the Outsmart Life campaign in August to support the launch of the new Yaris last year and target younger drivers. It has been developing complementary social media activity since then.
Lisa Fielden, brand and digital marketing manager at Toyota says: “The ‘Gadget Guy’ TV creative has been a big hit for the all new Yaris, and has made an impact in the conversations of our target audience. The shout out campaign takes this a step further, giving them a great piece of content that is both fun and sharable, while reinforcing the clever and pioneering features of the all new Yaris.”
Visit see Saatchi and Saatchi’s profile on Pitch to see there earlier work for Toyota Yaris
Readers' comments (2)
Sarah James | Fri, 6 Jan 2012 2:21 am
Please!!
Your TV ads talk to millions yet you spend a fortune on social media that talks to a few by comparison - micro marketing at the best.
Is it really worth it? Is the ROI really that good?
The trouble is - social media is pop PR at the moment, so clients feel the need to follow the herd. Baa!.
Be honest, TV generates image and interest, DM allows you to target potential buyers, and the ultimate sales tool is the test drive.
The web provides fun below the line support but few brands can honestly claim it sells a car.
Asking punters to make a video is fun but useful marketing? No. Pop PR at best.
Almost every brand now accepts that the web, like DM, is not a powerful brand building medium. TV sells and makes brands, no doubt about it.
Unsuitable or offensive? Report this comment
Amanda | Fri, 6 Jan 2012 12:21 pm
What age range is really going to engage with a Sesame Street puppet? Not those old enough to drive, I would have thought! The Yaris is an old persons car - there is no getting away from it
Unsuitable or offensive? Report this comment