The interactive marketing campaign involved building multimedia brochures
for Toyota’s environmentally-friendly Prius sedan and the redesigned Celica
coupe. These presentations were sent out to consumers who had opted-in to
receiving information about these vehicles.
The effort for the Prius, the company’s mass-produced gasoline/electric
hybrid car, involved the distribution of a brochure to 45,000 people before
the Prius’ national TV campaign. The e-mail features a 17-second video clip
from the TV spot, plus hyperlinks to the Prius Web site. The e-mail used
viral marketing techniques, allowing recipients to forward it to others.
MindArrow says 46 percent of those who viewed the brochure clicked through
to the Web site, and 36 percent clicked on a link to request more
The Celica campaign, aimed at raising interest in the re-launch of the
model, featured a 15-second clip from the TV spot. It was delivered to more
than 36,000 people. That e-mail just went out yesterday, so data on
click-through and response rates were not available.