Toyota runs a mobile campaign to engage fans
11.16.09
Toyota used mobile bar codes in a marketing campaign at Giants Stadium. The campaign had a fan engagement rate of 9.2 percent.
Jagtag’s mobile 2D bar code technology was used by the campaign that enabled fans to engage with Toyota in-venue.
According to Dudley Fitzpatrick, CEO of Jagtag, Princeton, NJ, Toyota wanted to extend its Eli Manning sponsorship with the Giants to promote local dealership specials and drive traffic to the showroom.
There were several ways for consumers to engage with Toyota by using Jagtag’s mobile 2D bar codes. They got a a video multimedia message from Eli Manning, they could also view dealer specials, visit Toyota’s GreatTimetoSign.mobi site, and even enter to win autographed Giants merchandise.
To promote Toyota’s “It’s a Great Time to Sign” campaign, thousands of fans at Giants Stadium received handouts featuring the Jagtag mobile 2D bar code from Toyota street teams.
To interact with the campaign, Consumers could take pictures of the bar code with their camera phones.
As per Mr. Fitzpatrick, for this campaign, Toyota was targeting sports fans attending games at Giants Stadium and used mobile because it works well for out-of-home marketing to easily reach fans when and where the marketing content is most relevant to them.
Toyota has been quite active in the mobile space. The car maker’s promotion of the Prius car model tied consumers’ experiences on their iPhones to a billboard in Times Square and let people interact with the brand via their handset.
The Prius Experience application was at the center of the promotion and meant to help educate and entertain iPhone users interested in learning more about the EPA-rated 50 MPG 2010 Toyota Prius hybrid.
Toyota also ran a targeted location-based mobile marketing campaign in September at the NFL’s New York Giants’ season opener. Powered by Proximity Blue , this campaign combined outdoor, television and mobile advertisements.The location-based campaign delivered a 14 percent increase of people downloading information about Toyota’s campaign to their handsets.
Mr. Fitzpatrick said, ““At a sporting event, you have a captive audience watching the game and they can easily snap a photo of the Jagtag, no matter what phone they have, and get content that piques their interests.”
According to Mr. Fitzpatrick, Mobile helps automotive marketers extend their print promotions in a way that is more interactive and engaging for consumers. They can seek out more information on vehicles, find local dealer specials, and even join a community to get ongoing promotional specials, all at their convenience and on their mobile device that they take everywhere.