1. Matthew Perry
Ryan Gentry
Bashia Guillard

2. Purpose
• Toyota’s quarterly profit plummeted 75 percent after the March 2011
earthquake and tsunami destroyed in Japan
• Campaign designed to promote the 2012 model
– 10 air bags
– Blind-spot monitor
– Introduce Entune entertainment information system
• Duration: November 2011-March 2012
• Budget: estimated $175 million

3. Social Media
Commercials
Tactics
Car
Giveaway
Website

5. Website
http://www.toyota.com/camryeffect/
Currently has over 7,000 Facebook shares.

6. #Fail

7. Effect A Friend
Giveaway
• Partnered with Shazam for 2012
Superbowl commercial
• Debuted the “Connections” ad.
• The winner won two 2012 Toyota
Camrys
– one for themselves
– one for a friend

8. Campaign Results
• January: • Social Media:
– Sales increased 7.5% – Facebook: 776,000+ likes and
– 28,295 units sold (increase of 9,648 talking about it.
55.9% compared to Jan. ’11) – Twitter: 78,000+ followers
• Toyota 2012 sales projections: – Website: 78,784 “effects”
– 16% sales gain
– So far: 9% sales gain Toyota’s Buzz Score:
• Overall success
– Campaign in progress