Toyota's FJ Cruiser Takes a Cross-Channel Road to Baja

To push its new off-road FJ Cruiser, Toyota launched a cross-channel marketing blitz.

The campaign from Saatch & Saatchi LA blends text, banner, mobile TV and video advertising, while making use of Hyperfactory's recently launched Mobile Media Network--an integrated branded mobile platform.

Users are being driven to branded video--documenting the FJ Cruiser racing team competing in the Baja 1000--with banner ad takeovers of the Sprint Wireless Web Sports home page and ESPN Mobile, as well as an exclusive two-month takeover of Go2's sports mobile channel, Go2WinterSports.

The campaign also uses MobiTV's new offering--which launched last month at the Consumer Electronics Show in Las Vegas--allowing viewers to click on branded "Two Roads to Baja" clips. The mobile media program will use MobiTV to display branded content as advertising, including videos, screen savers, driver-blogs, stories and images from the race.

Short-form video clips and clickable mobile TV ad-units will run throughout MobiTV, while another exclusive takeover on Versaly's video-on-demand channel, Fast Lane, will attempt to drive users to the Toyota FJ Cruiser mobile microsite. (The Fast Lane channel is available free on Channel 61 to all Sprint Power Vision Subscribers.)

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The campaign marks Toyota's early efforts to "market to our customers using the power of mobile communications," according to Kim McCullough, corporate manager, marketing for Toyota FJ.

Saatchi and Saatchi also created a YouTube page for the campaign. As of Friday, a short "Two Roads to Baja" video illustrating the FJ Cruiser in off-road action had been viewed over 600,000 times since posted on Jan. 23.

"We worked closely together to ensure there were hours of extra snack-sized footage and material from the program to leverage across the mobile arena," said John Lisko, communications director of Saatchi & Saatchi, describing the relationship with Hyperfactory.

Others clients who have tapped The Hyperfactory for mobile marketing include Coke, Motorola, and Vodafone.

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