Toyota | Prius Prime
To launch the Toyota Prius Prime on digital and social, we created POSSIBILITIES NOW. Think of them like TED talks...only de-motivational and hosted by an overly confident, self-proclaimed genius. We made more than 30, giving us the chance to strategically target people, like heavy metal enthusiasts....and lovers of...decisions. (Data-driven content is very scientific, best not to even think about how the sausage is made.)
All in, these videos amounted to 1 million+ views in unpaid media.
Sponsored Content
...but we didn't stop there. Instead, we decided to dip our little brand toesies into the piranha-infested ocean of vitriol that is...Reddit. For this tricky platform, we created a number of sponsored threads in which we asked simple questions and rewarded clever answers.
Our Philosophy thread got 4,000+ comments, the best of which were rewarded with Reddit gold, memes and "motivational" swag. We also made and mailed out actual motivational posters featuring top comments.
Our Heavy Metal thread got 3800+ comments. In addition to personalized responses, gold and memes, we hired a logo artist and surprised a few lucky commenters with tees featuring their fake band's logo.
My personal favorite comment and response:
Prius Prime | That's a Wrap
From the social videos to the sponsored Reddit posts, we successfully spread awareness about the Prius Prime and engaged in some pretty hilarious exchanges along the way. Mostly, we survived Reddit without getting skewered, which was totally not a given and a pretty sweet win for both Toyota and Saatchi LA.
