In an attempt to capture all the
new Generation Y purchasers in the market, Toyota has introduced an
aggressively integrated marketing campaign for the new Prius C line. The target demographic is the busy, young professional,
whose gadgets are always connected with media and information streaming.
Not only do they have
interesting (and not always effective) commercials, but now use the social networking
mediums to target this very demographic!
The Toyota Newsroom states, “Digital programs, including those in partnership with YouTube,
Facebook, Hype Machine, Pandora and Hulu, will leverage all digital
screens—Web, mobile and tablet—to support the target audience’s media behavior.
Additional partner collaborations will feature first-of-their-kind executions,
such as a mobile spinwheel integration with Urbanspoon, custom Prius c badges
on BuzzFeed, and sponsored free apps available on Amazon.com for the Kindle
Fire. Prius c will appear in
a number of print publications, including TIME, People, InStyle and Sports
Illustrated. Digital elements will be integrated into portions of the print
plan to reflect insights about the multi-tasking, “always on” nature of the
Prius c target. In
addition to these placements, out of home boards inviting consumers to “meet
the Prius c” will be
displayed in several markets.”
As if this wasn’t enough! There will also
be drive experiences for potential consumers to get behind the wheel of a Prius
C at a number of lifestyle and music events events in the coming months.
Great idea in my opinion! But I think that there is a huge demographic
that has been ignored here also. The previous
Toyota customers! I have just paid off my Toyota 4Runner and I am in the
market for a hybrid car. I receive
monthly newsletters and sporadic email campaigns from Toyota, but have I ever
received any enticing information to go out and purchase a Prius? NO. Potential return customer but no retention
program in place.
goo.gl/ByxQR
*Jainine *
