How An Anime Pop Star Sold Her First Car
In order to engage with a younger, tech-savvier audience, Toyota launched an integrated marketing campaign for the 2012 Toyota Corolla that featured emerging technology like 2-D print activation and vision-based mobile augmented reality to leverage its existing yet scarcely-downloaded mobile app, the Toyota Shopping Tool. It also features an entirely digital open-source anime pop-star sensation named Hatsune Miku.
Toyota saw huge successes as a result: Corolla leads jumped 30% the week of the lauch; Toyota Shopping Tool mobile app downloads increased 600%; website traffice for the first week increased 167% and continued at an all time high for the next seven weeks.
In this proposal, learn how the interactive director of a multicultural agency and the project lead for an augmented reality company worked together to make this campaign a huge success for Toyota, culminating in a Multicultural Excellence Award.
- What motivated Intertrend and Toyota to try out new mobile technologies?
- What do Hatsune Miku, anime, and mobile holograms have to do with selling cars?
- What are the pros and cons of leveraging existing and sometimes decaying assets for new campaigns?
- What are the pros and cons of marketing to niche and emerging demographics?
- How does this formula work when applied to other emerging markets?
Lisa Murphy Metaio, Inc