Toyota launches new Facebook marketing campaign
In an effort to promote the fun and excitement of owning a car, Toyota has initiated a new Facebook marketing campaign that encourages users to share personal stories about their vehicles.
Toyota launched the Facebook application on July 2 and has nearly 150,000 fans who posted more than 5,400 “Auto-Biographies.” The campaign is designed to remind owners “why they love their cars so much,” according to Bob Zeinstra, national manager of advertising for Toyota.
“Two themes that were genuine and resonated were the ‘first time buyer’-theme for Corolla and the ‘family pass along’-theme with Camry,” Zeinstra told ClickZ.
Continuing the initiative on other social platforms, Toyota is running video ads of consumers talking about their experience with the manufacturer’s vehicles on YouTube. Toyota also launched a banner ad campaign on Facebook, Yahoo, AOL, Digg and ABC Family.
Toyota’s competitor Ford recently used Facebook to unveil its 2011 Ford Explorer. Additionally, it held several other launch day events that were broadcast online, including interviews with the designers of the vehicle and sweepstakes.