The differing approaches for Toyota’s real world social media pitch are starting to come clear with a Lego hijack, a film competition, a Sydney versus Melbourne battle for pride and Werewolf car trips.
Toyota is running the pitch with five agencies given a budget of $15,000 each to show what they can do for the Yaris. The agencies in the running are One Green Bean, Hothouse, Saatchi & Saatchi, Iris and a joint effort from Oddfellows and The Population.
Last night saw HotHouse‘s efforts unveiled. The agency recently launched a PR arm headed by Scott Rhodie (declaration of interest: Rhodie co-presents the Mumbrella Podcast).
The agency teamed up with YouTube blogger Blunty to give away a Yaris. To set up the competition, Blunty created a stop motion animation featuring Lego bank robbers who use the car as a getaway vehicle.
This has been featured on the YouTube channel of Blunty (Aussie video blogger Nate Burr). It is believed to be the first time a car has been given away on YouTube.
Blunty’s channel is the 5th most subscribed Australian channel with more than 93m views of his videos since his channel was launched three years ago. At the time of posting, the Lego video had received just over 2000 views.
- Metrics: Launched – November 5; YouTube views – 2074 4252; YouTube ratings – 169 200; Comments – 3 481
One Green Bean
One Green Bean launched its effort – An Amercian Werewolf in Yaris – just before Halloween. It features “Wolfy” giving lifts to party-goers across the city including to Melbourne Cup events.
- Metrics: Launched – October 30; Facebook fans – 432 446; Twitter followers – 214 237
The Population/ Oddfellows
The Population-led campaign is to build on the rivalries between the cities of City and Melbourne, positioning Yaris as “The Ultimate City Car”. The strategy is built around separate Facebook fan pages for Sydney and Melbourne.
Saatchi & Saatchi
Meanwhile, Saatchi & Saatchi has gone for the tried-and-trusted route of inviting the public to make an ad with the Clever Film Competition with a first prize of $7000. There is also a Twitter profile and Facebook group.
Saatchi & Saatchi is also staging a launch party for the competition at its Sydney office on Tuesday night. However, if the agency had hoped to win the support of the social media community, it perhaps shouldn’t have timed the party to coincide with MC Hammer speaking at Social Media Club Sydney.
- Metrics: Launched – October 26; Entires uploaded on YouTube so far – 0; Twitter followers 26 29; Facebook group members 98 112; Confirmed Facebook guests for launch party – 16 22
Iris declined to discuss its plans with Mumbrella, although nothing has yet launched