The launch of the 2012 Camry needed to be a big one. Apart from a huge sales target, Toyota wanted to steer the conversation from tsunamis and recalls to road trips and reliability. Problem was, Camry owners weren't talking online. And shoppers wouldn't consider buying Camry until they'd read one or two reviews. If we could get a fraction of the 6.8 million Camry owners to tell their story online, we'd have a Yelp-like site people could use when shopping for cars. It was a dynamic opportunity to utilize digital and social in a way that excited conversation and redefined the consumer role.

Launch the campaign
Published
August 2012
Topics

The Story

The launch of the 2012 Camry needed to be a big one. Apart from a huge sales target, Toyota wanted to steer the conversation from tsunamis and recalls to road trips and reliability. Problem was, Camry owners weren't talking online. And shoppers wouldn't consider buying Camry until they'd read one or two reviews. If we could get a fraction of the 6.8 million Camry owners to tell their story online, we'd have a Yelp-like site people could use when shopping for cars. It was a dynamic opportunity to utilize digital and social in a way that excited conversation and redefined the consumer role.

We built an ever-evolving social network in six weeks, with dynamic choose-your-own-adventure question logic, real-time stats based on user interaction, a custom moderated back-end for saving user-generated stories and the ability to create a customized animated 3D flash collage that could be shared anytime, then built it all to work on desktop, Android and iOS (iPad and iPhone). To ensure interaction, we partnered with Shazam to launch with an interactive Super Bowl spot: when viewers Shazamed our spot, they were entered to win two Camrys, then they were driven into our experience to create their story.

The Technology

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    Mobile

    Shazaam

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    Social

    Facebook

    Twitter

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    Video

    YouTube

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    Web/Apps

    3-D Flash

The Results

The results were inspiring: over 460 million unpaid media impressions, a jump from 20,000 stories to 80,000 in under four days, 710,000 visitors spending an average of four minutes on the site, an 800% spike in real-world Camry interest and 19% more Camry sales leads than pre-campaign. Toyota declared it their best sales quarter in nearly five years and publications pronounced Toyota “Back On Track”. We got nearly 100,000 people talking about a car no one talked about. And we created a platform people could use for research. In short, we pulled off something few other car brands could.

800

percent spike in real-world Camry interest

19%

more sales leads than pre-campaign

460M

project impressions

Launch Date Aug. 17, 2011