The use of Integrated Marketing was just announced by Toyota on Monday with their Campaign for the new Prius c in which they are leveraging their message across print, television, Facebook, YouTube, and Consumer Experience.
The campaign leverages a partnership with Hasbro and utilizes The Game Of LIFE across multiple mediums. Toyota’s Group Vice President of Marketing stated, ”The Prius c campaign acknowledges the fact that buying a car is a big decision, as well as a new experience for many in this demographic.”
Toyota Plan to Integrate their “Game of LIFE” marketing campaign for the Prius c as follows:
Two broadcast commercials, beginning with “Malti-poo” premiering on March 12 and followed by “Dolphin Tattoo” on March 19, feature bright colors and bold imagery evocative of the iconic board game. Both spots combine humor with product messaging and will air during network and cable shows such as Grey’s Anatomy, 30 Rock and The Simpsons, as well as programming on Bravo and ABC Family.
Digital media elements will also utilize The Game Of LIFE imagery. The “Spin the Wheel” ad units will allow users to spin the familiar color-blocked game wheel to see how Prius c‘s features can help them overcome some of life’s dilemmas. 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 mobile spinwheel integration with Urbanspoon, custom Prius c badges on BuzzFeed, and sponsored free apps available on Amazon.com for the Kindle Fire.
The Prius c YouTube landing page will greet users with a virtual board game where they’ll be able interact with a series of videos offering tips and tricks on navigating life’s more daunting tasks, including:
- Car Buying 101: George Basil teaches viewers how to get the most out of the dealership experience.
- Wallet Wisdom: Danica McKellar of The Wonder Years fame provides financial advice in this series of videos.
- Tech Talk with Nye: Featuring Bill Nye, these videos explore technology and other gadgets found inside Prius c.
Later in March, the YouTube page will also host a Prius c overview, Google map tool and more. Additionally, the innovative “Meet the Prius c” vehicle configurator will allow users to customize their own Prius c in a variety of colors and trim levels through a series of uniquely choreographed videos.
Toyota will offer consumers a chance to get behind the wheel and experience the vehicle first-hand. The Prius c will be integrated into a number of lifestyle events, music festival activations and ride and drive experiences in the coming months.
Print & Out of Home
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.