As part of our ongoing support for the all new 2012 Camry, we are pleased to announce that we will be leveraging Digital and Social Media to give away two brand-new 2012 Camrys in conjunction with our Super Bowl "Connections" tv spot, scheduled to air during halftime.
"Connections" is an interactive tv commercial which centers around raising awareness and participation with our owner advocacy program, the Camry Effect.
Camry Effect Super Bowl Program details and key dates:
Toyota will be giving away two brand-new 2012 Camry vehicles – one to the contest winner and one to their friend
- January 31st to February 5th through Super Bowl halftime – Camry giveaway entry period
- “Connections” allows for contest entry by one of two methods: by viewing the spot online and using Shazam with the ad when prompted or by filling out an entry form online (www.toyota.com/camryeffect). Participants can enter to win once a day leading up to the debut of the broadcast commercial, and when the commercial airs live on Super Bowl Sunday Feb 5th. The contest winner will be notified the night of February 5th.
Program communications plan:
In the spirit of partnership, we want to provide Toyota Dealers with one of the first exclusive opportunities to help us communicate to consumers about this exciting giveaway.
- January 24th: Dealers/Agencies/Web Providers can access program assets via AdPlanner and TDDS
- January 31st: Dealer can begin communicating about the giveaway
- January 31st: TMS to send an email to those consumers who have already participated in the Camry Effect, inviting them to enter
- February 1st: TMS launches communications which include: a press release, direct emails to owners, announcements on Toyota.com, Toyota Owners, Social Media, digital ad banners and blogger outreach
- February 3rd: Camry Effect Point of Sale kit scheduled to be delivered to the Dealer General Sales Manager
- February 5th: “Connections” airs during half time of Super Bowl as a last call for entries
How can dealerships get involved?
- Utilize the Camry Effect dealer web banner modules on their website homepage; the web banner will dynamically update to the Camry giveaway messaging from 1/31-2/5 (asset links will be available through TDDS and AdPlanner)
- Post updates to their dealer Facebook and Twitter channels (suggested copy will be available on AdPlanner)
- Send informational emails to their Camry owner database
- Put up point of sale material within their dealerships
Available digital and point of sale assets:
- Camry Effect Dealer web banner module
- Standard and Static Digital Banners
- Camry owner email template
- Recommended Social Media copy
- Camry Effect point of sale material (scheduled to arrive at dealerships on Feb 3rd):
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