Toyota Does BuzzFeed Takeover For Prius C
Toyota has been reaching out to 20- to-34-year-old consumers with its new Prius c small hybrid car. Part of that effort has involved a month-long
relationship with social media channel BuzzFeed.com.
On Monday, BuzzFeed ran a Prius c-themed home page takeover, the first such auto-themed campaign on the site. But instead of banner ads and skyscrapers that live beside BuzzFeed content without having much to do with it except for complementary demographic targeting, the Prius c-branded elements were portals to high-volume BuzzFeed content with a metaphorical theme around "most-charged" stories.
BuzzFeed's home page always has a series of content buttons on top labeled "LOL," "Win," "OMG," "Cute," "Geeky," "Trashy," and "Fail." For the Prius takeover there is one more -- one that resembles the Prius "start" button, and it directs visitors to the "Viral Feed" page of the most viral stories, as well as Prius' own content.
The site's Viral Stats Bar, also Prius c-branded, looks a bit like the car's dash readout of a battery-charge icon. The bar takes you to BuzzFeed's array of live graphs that show social-media lift on BuzzFeed stories. There is also a Prius c-branded section on the right side of the page, "Most Charged Content," showing a series of quirky stories.
Jon Steinberg, president at BuzzFeed, tells Marketing Daily that the idea is to drive front-page marketing with the right content. He says there has been strong pickup on the stories -- one is called “The 20 top hybrid animals,” which he says has gotten 2,000 Facebook shares, and 100 tweets.
"The thematic idea is that Prius c is bringing you the most charged content,” says Steinberg. “We first did this kind of program with Pepsi Next, where you could 'next' your way through viral content. It has to be a theme that makes sense."
Each "Prius c" branded banner takes visitors not to the Toyota Prius c static page but to the car's YouTube channel showing creative from the "Game Of Life"-themed TV campaign, and Web-only videos on the car and how to navigate buying it at the dealership.
Recent Marketing Daily Articles
-
Fat Tire 'Pairs Well With People' May 24, 12:49 a.m.
New Belgium Brewing, the nation’s third-largest craft brewer, is launching a campaign including the company’s second-ever ... -
Mobile Important For Hispanic Shoppers May 23, 5:10 p.m.
Marketers looking to capture more of the growing Hispanic market in the U.S. would do well ... -
CoreBrand: Brand Favorability Low May 23, 4:33 p.m.
Brand consultancy CoreBrand says awareness isn't everything. Awareness is up across the board for the top ... -
Ford Launches European Campaign May 23, 1:36 p.m.
Ford of Europe is backing the 2013 UEFA Champions League Final football match and launching a ... -
Study: Social Media Driving CSR May 23, 11:32 a.m.
With tax evasion and third-world factory collapses dominating headlines, a new study on the role of ... -
Mondelez Goes Social, AR In Band-Tour Sponsorship May 23, 8:14 a.m.
In two firsts for the company, Mondelez International is using a fan as a social media ... -
Beer Category Grows Most In Brand Rankings May 23, 12:40 a.m.
Beer was the highest growth category in this year’s BrandZ rankings -- up 36% year-over-year, according ... -
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Prepaid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ...
Be the first to comment on "Toyota Does BuzzFeed Takeover For Prius C "
Leave a Comment