Car makers turn to social media for marketing boost

As the auto industry struggles to recover from the downturn, many firms are seeking new ways to engage with potential customers, Toyota being the latest to set up a social networking campaign.

Toyota has launched a new social media marketing drive to support sales of the 3rd Generation Prius. The campaign, based on social networking site Facebook and incorporating Apps for the Apple iPhone, allows fans to play Prius-inspired games and explore the features of the new model from their computer.

Toyota's efforts are the latest from an industry eager to exploit social/multimedia channels and reduce the reliance on traditional showroom sales. Most car manufacturers already produce sophisticated, media-rich websites to engage with their target audience and showcase the features of new models. However,  companies are now supplementing these with an online presence on Facebook, Twitter, YouTube or others. New functions often include competitions, guided tours, multimedia items or in Toyota's case, interactive games.

Earlier this year, Ford used Facebook and other social media tools intensively to promote the launch of the 2010 Fiesta in the US. One hundred drivers were given the new model and asked to blog, Tweet and provide YouTube videos about it in an attempt to generate independent content for a car aimed at today's digital consumer market. Since then, the company claims to have received more than 4.3 million YouTube views and over 3 million Twitter impressions.

"We didn't break the bank. We didn't use traditional media. We tried something different, and it is working" said Connie Fontaine, Ford Brand and Content Alliances manager.

Prius: http://www.facebook.com/prius
Ford: http://www.facebook.com/fiestamovement

Sport
The sun rises over St Andrews golf course, but will it be a new dawn for the Royal and Ancient Golf Club?
sportAnd it's Yes to women (at the R&A)
Arts and Entertainment
Friends is celebrating its 20th anniversary this year
tvSeries celebrates 20th anniversary
Sport
Yaya Touré (left) and Bayern Munich’s Spanish defender Juan Bernat
footballToure's lack of defensive work is big problem for City
Voices
voicesApple continually kill off smaller app developers, and that's no good for anyone
PROMOTED VIDEO
Arts and Entertainment
Liam Neeson said he wouldn't
tv

Liam Neeson's Downton dreams

Sport
Wembley Stadium
footballNews follows deal with Germany
Arts and Entertainment
A spell in the sun: Emma Stone and Colin Firth star in ‘Magic in the Moonlight’
filmReview: Magic In The Moonlight
Sport
A 'Sir Alex Feguson' tattoo
football

Arts and Entertainment
Ben Whishaw is replacing Colin Firth as the voice of Paddington Bear
tv

Thriller is set in the secret world of British espionage

Life and Style
life

News
ScienceGallery: Otherwise known as 'the best damn photos of space you'll see till 2015'
Life and Style
fashion

Bomber jacket worn by Mary Berry sells out within an hour

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

    Nursery Assistant Plymouth

    £10000 - £20000 per annum: Randstad Education Plymouth: Randstad Education Ltd...

    Volunteer your expertise as Trustee for The Society of Experimental Biology

    Unpaid Voluntary Position : Reach Volunteering: Promising volunteer Trustee op...

    Email Designer

    £30000 - £35000 Per Annum: Clearwater People Solutions Ltd: Our client is curr...

    Psychology Teacher

    £110 - £130 per hour: Randstad Education Reading: Psychology Teacher needed fo...

    Day In a Page

    Mystery of the Ground Zero wedding photo

    A shot in the dark

    Mystery of the wedding photo from Ground Zero
    His life, the universe and everything

    His life, the universe and everything

    New biography sheds light on comic genius of Douglas Adams
    Save us from small screen superheroes

    Save us from small screen superheroes

    Shows like Agents of S.H.I.E.L.D are little more than marketing tools
    Reach for the skies

    Reach for the skies

    From pools to football pitches, rooftop living is looking up
    These are the 12 best hotel spas in the UK

    12 best hotel spas in the UK

    Some hotels go all out on facilities; others stand out for the sheer quality of treatments
    These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

    Widespread fear of Isis is producing strange bedfellows

    Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
    Topshop goes part Athena poster, part last spring Prada

    Topshop goes part Athena poster, part last spring Prada

    Shoppers don't come to Topshop for the unique
    How to make a Lego masterpiece

    How to make a Lego masterpiece

    Toy breaks out of the nursery and heads for the gallery
    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
    Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

    Ian Paisley’s decision to make peace with his IRA enemies

    His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
    'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

    'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

    Exclusive extract from Janis Winehouse's poignant new memoir
    Is this the role to win Cumberbatch an Oscar?

    Is this the role to win Cumberbatch an Oscar?

    The Imitation Game, film review
    England and Roy Hodgson take a joint step towards redemption in Basel

    England and Hodgson take a joint step towards redemption

    Welbeck double puts England on the road to Euro 2016
    Relatives fight over Vivian Maier’s rare photos

    Relatives fight over Vivian Maier’s rare photos

    Pictures removed from public view as courts decide ownership
    ‘Fashion has to be fun. It’s a big business, not a cure for cancer’

    ‘Fashion has to be fun. It’s a big business, not a cure for cancer’

    Donatella Versace at New York Fashion Week