Matthew PerryRyan Gentry

Bashia Guillard

Purpose

• Toyota’s quarterly profit plummeted 75 percent after the March 2011 earthquake and tsunami destroyed in Japan

• Campaign designed to promote the 2012 model– 10 air bags– Blind-spot monitor– Introduce Entune entertainment information system

• Duration: November 2011-March 2012

• Budget: estimated $175 million

TacticsCommercials

Social Media

Car Giveaway

Website

Website

http://www.toyota.com/camryeffect/Currently has over 7,000 Facebook shares.

#Fail

Effect A Friend

Giveaway• Partnered with Shazam for 2012

Superbowl commercial • Debuted the “Connections” ad.• The winner won two 2012 Toyota

Camrys– one for themselves– one for a friend

Campaign Results• January:

– Sales increased 7.5%– 28,295 units sold (increase of

55.9% compared to Jan. ’11)• Toyota 2012 sales projections:

– 16% sales gain– So far: 9% sales gain

• Overall success– Campaign in progress

• Social Media:– Facebook: 776,000+ likes and

9,648 talking about it.– Twitter: 78,000+ followers– Website: 78,784 “effects”

Toyota’s Buzz Score: