Stat Box
Brand: Toyota (Car Manufacturer)
Campaign URL: Toyota Conversations
SM Channels Used: Twitter
Appeal: Emotional
Target Audience: Worldwide Toyota owners and potential customers
Start Date: March 2010
Duration: Ongoing
Numerous brands have been turning to Twitter to participate in conversations with consumers and to influence the way they are positioned and viewed. Remember Kevin Smith and Southwest Airlines?
Toyota’s reputation has been heading downwards towards the pits and a lot is being at stake! Therefore, for a fast, effective and even cheap response, Toyota turned to Twitter to redeem itself and yet again, repair its image worldwide!
Idea & Objectives:
The main ideas behind Toyota utilizing Twitter are: 1) To help stem the tide of negativity and 2) To deal with the backlashes that have been heaped upon it during the car recalls period. It seems that someone at Toyota is into social media, especially Twitter, and he/she have done their homework on the effectiveness and efficiency of utilizing Twitter in situations like these!
Toyota Conversations Example 1
“The Japanese auto giant has launched a branded channel on TweetMeme, in partnership with Federated Media, which aggregates and organize Twitter conversations regarding Toyota“. [read full article >>]
