Toyota viewed mobile consumer activation as an integral part of its 2011 marketing plan. In true Toyota fashion, the company wasn’t looking to get its feet wet or try out a novelty. Toyota wanted to make a meaningful impact on the marketing of 19 different car models, each with its own set of marketing challenges and opportunities. Toyota also wanted a solution that would deliver a rich brand experience, activate lead generation, enable CRM and collect consumer data.
The company that invented the mobile barcode in the 1980s developed its own approach: the ToyoTag, a mobile barcode driven by the SpyderLynk SnapTag platform, which allows for the quick creation of variable direct marketing campaigns tied to each Toyota brand. The six advertising agencies responsible for those brands can set up, activate and manage a ToyoTag campaign. But the most critical element is that Toyota can serve its target consumers a campaign and a message crafted to engage those consumers relative to where they are in the purchase cycle. In advertising, Toyota can engage consumers in the brand message, sharing information about new features and benefits. At auto shows, the company can give consumers access to digital brochures, safety information and price quotes. And at dealerships, they can capture people even further down the purchase path.
Event Marketing
Toyota uses ToyoTags in event marketing to engage the right consumers in the right places. For instance, Toyota sponsorship of the Dew Tour gives the company an opportunity to position the Prius, Yaris, Rav 4 and Corolla to a younger and more active audience. Toyota wanted to create a meaningful presence at the event to ensure participants were checking out these models. Using ToyoTags, Toyota engaged consumers in a scavenger hunt that included stops at each of the cars and a prize package. To increase interest, Toyota leveraged action sports celebrities like Jamie Bestwick to deliver the video clues.
Dealerships
At dealerships, shoppers use ToyoTags to sign up for updates on future price offers, and also get more information about the vehicle they are considering. A ToyoTag campaign for Wisconsin Dealerships gave consumers the opportunity to snap for a chance to win Wisconsin Badgers tickets. A consumer entering the sweeps had the opportunity to opt in to be contacted by a local dealer and to receive Toyota updates. 40 percent of participants opted in to be contacted for updates.
Other Uses
Aside from brand marketing, Toyota is also using ToyoTags for crisis communication, cause marketing and social marketing. Toyota used ToyoTags on advertising about the National Automotive Safety Administration ruling reinforcing the safety of Toyota vehicles. Additionally, following the earthquake and Tsunami in Japan, Toyota used ToyoTags to enable members and consumers to make a donation to the Red Cross’s Fund for Japan; Toyota matched all the donations. Finally, Social ToyoTags feature an interactive Facebook or Twitter icon placed on marketing materials to let consumers instantly Like or Follow the brand.
Few companies have integrated mobile barcodes as thoroughly as Toyota, not just in its marketing but across its communications. What else would we expect from the company that invented them?
Tags: brand marketing, mobile marketing, SnapTags, toyotags