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In May 2011, Toyota launched a movement for the 2012 Corolla targeting an Asian-American audience. The tend was based around a computer-generated pop star called Hatsune Miku. working with interTrend, Toyotas Asian-American agency, Toyota developed a campaign that would feature the red-hot Corolla and overly introduce the Japanese virtual icon to the US market. In summing up to sponsoring a US Hatsune Miku concert, Toyota created a officious program complete with 2-D bar write in code and augmented domain technology that host merchandise to the car companys website and social media properties.
Challenges
fit to Michael Nelson, senior digital marketing manager at Toyota drive Sales USA, the carmaker treasured to expand the conversations it was having with consumers about the 2012 Toyota Corolla. Moreover, they wanted to be able to connect the real, traditional world with Toyotas digital world.
Using mobile to bridge that gap, Toyota worked with a QR code vendor to develop a branded mobile barcode, ToyoTag. It also worked with an augmented reality technology company to develop mental object that would be engaging and appealing to the younger, tech-savvy Corolla target audience. In addition to appealing to this group of potential Hatsune Miku fans, the goal was to make campaign shareable.
Strategy
In coordination with the September 16, 2011, Hatsune Miku concert in California, Toyota debuted the Hatsune Miku augmented reality experience. To view the augmented reality content, Toyota encouraged consumers to use their mobile phones, snap photos of the ToyoTag, and then, upon prompting by SMS text, download the Toyota Shopping putz app for iPhone or Android. Then consumers were able to view Hatsune singing on a virtual stage alongside the 2012 Corolla. Part of the outline was to extend the engagement past the event, Nelson said.
Results
Toyota significantly increased app downloads, traffic and leads for the Corolla during the...If you want to get a full essay, order it on our website: Orderessay
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