Automakers turn to Facebook to engage younger customers

Car brands just can't seem to keep off Facebook nowadays, with both Toyota and Mazda announcing social media initiatives in the last week.

To celebrate a decade in the US market for the hybrid Prius, Toyota is launching a Facebook competition to find the most passionate Prius fan.

It's calling for fuel-efficient drivers, eco warriers, gadget gurus and community volunteers to submit their video or photo albums to demonstrate their Prius passion for a chance to host the official 10 Years of Toyota Prius Anniversary Celebration in their hometown on October 10, 2010.

Last week, fellow Japanese automaker Mazda launched "DriverVille," a Facebook game designed to accompany the launch of its MAZDA2 hatchback in the US and Canada.

The game, like other "ville-style" games such as FarmVille or PetVille, allows users to create their own avatar and interact with each other in a virtual world.

Players can compete against each other to win "Driver Bucks" to buy virtual items, as well as completing challenges such as a race at Mazda Raceway and acquiring snow tires, a snowboard and an accessory roof rack.

The game was built by interactive agency Doner, which said "Since young drivers already live on Facebook, the logical place to start was to develop a virtual world called DriverVille."

That sentiment is an echo of Kia, which in June announced a tie-up with hit Facebook app PetVille in a bid to target "generation Y."

The deal meant that users could earn PetVille cash, typically only available through gameplay or purchase, in return for creating their own music video in the application.

http://www.facebook.com/prius
http://www.facebook.com/Mazda
http://www.facebook.com/kiasoul

  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Guru Careers: Graduate Media Assistant

    Competitive (DOE): Guru Careers: We are looking for an ambitious and adaptable...

    Guru Careers: Solutions Consultant

    £30 - 40k (DOE) + Benefits: Guru Careers: We are seeking a Solutions Consultan...

    Guru Careers: Software Developer

    £30 - 35k + Benefits: Guru Careers: We are seeking a Software Developer (JavaS...

    Guru Careers: Software Engineer / Software Developer

    £40-50K: Guru Careers: We are seeking an experienced Software Engineer / Softw...

    Day In a Page

    Fishing for votes with Nigel Farage: The Ukip leader shows how he can work an audience as he casts his line to the disaffected of Grimsby

    Fishing is on Nigel Farage's mind

    Ukip leader casts a line to the disaffected
    Who is bombing whom in the Middle East? It's amazing they don't all hit each other

    Who is bombing whom in the Middle East?

    Robert Fisk untangles the countries and factions
    China's influence on fashion: At the top of the game both creatively and commercially

    China's influence on fashion

    At the top of the game both creatively and commercially
    Lord O’Donnell: Former cabinet secretary on the election and life away from the levers of power

    The man known as GOD has a reputation for getting the job done

    Lord O'Donnell's three principles of rule
    Rainbow shades: It's all bright on the night

    Rainbow shades

    It's all bright on the night
    'It was first time I had ever tasted chocolate. I kept a piece, and when Amsterdam was liberated, I gave it to the first Allied soldier I saw'

    Bread from heaven

    Dutch survivors thank RAF for World War II drop that saved millions
    Britain will be 'run for the wealthy and powerful' if Tories retain power - Labour

    How 'the Axe' helped Labour

    UK will be 'run for the wealthy and powerful' if Tories retain power
    Rare and exclusive video shows the horrific price paid by activists for challenging the rule of jihadist extremists in Syria

    The price to be paid for challenging the rule of extremists

    A revolution now 'consuming its own children'
    Welcome to the world of Megagames

    Welcome to the world of Megagames

    300 players take part in Watch the Skies! board game in London
    'Nymphomaniac' actress reveals what it was really like to star in one of the most explicit films ever

    Charlotte Gainsbourg on 'Nymphomaniac'

    Starring in one of the most explicit films ever
    Robert Fisk in Abu Dhabi: The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers

    Robert Fisk in Abu Dhabi

    The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers
    Vince Cable interview: Charging fees for employment tribunals was 'a very bad move'

    Vince Cable exclusive interview

    Charging fees for employment tribunals was 'a very bad move'
    Iwan Rheon interview: Game of Thrones star returns to his Welsh roots to record debut album

    Iwan Rheon is returning to his Welsh roots

    Rheon is best known for his role as the Bastard of Bolton. It's gruelling playing a sadistic torturer, he tells Craig McLean, but it hasn't stopped him recording an album of Welsh psychedelia
    Morne Hardenberg interview: Cameraman for BBC's upcoming show Shark on filming the ocean's most dangerous predator

    It's time for my close-up

    Meet the man who films great whites for a living
    Increasing numbers of homeless people in America keep their mobile phones on the streets

    Homeless people keep mobile phones

    A homeless person with a smartphone is a common sight in the US. And that's creating a network where the 'hobo' community can share information - and fight stigma - like never before