Automakers are not shying away from social media, and Toyota is using this channel to promote the all-new 2010 Toyota 4Runner. Popular websites such as Facebook, Twitter, and YouTube are all increasingly important areas where consumers can get a glimpse of new vehicles, comment on what they think, and more importantly see the reactions from other consumers.
Social media involvement has been slow for some automakers. However, other automakers have seen success in these communities. Successful campaigns have included Ford’s Fiesta Movement, but failed social media attempts are unfortunately far more frequent, such as the Facebook page that was launched for the all-new Honda Accord Crosstour.
Hopefully Toyota can avoid Honda’s recent social media faux pas with their latest 4Runner campaign. New advertising illustrates the off-road prowess and adventurous character. The campaign also centers around the new microsite that links out to nature photos on flickr, or outdoor how-to articles on HowStuffWorks. It also brings in content and conversations from Twitter. The campaign also involved TrailTracker.com which encourages Toyota drivers to upload images and trail data of recent off-road advertures.
Although the campaign doesn’t seem to have a viral potential quite like that of the Fiesta Movement, the new campaign from Toyota is at the very least well-targeted to a specific demographic, which often is the difference between a winning campaign and a waste of money.
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