The document summarizes Toyota's "Camry Effect" marketing campaign from November 2011 to March 2012. The $175 million campaign was designed to promote Toyota's 2012 Camry model and increase sales following decreased profits from the 2011 Japanese earthquake. Key elements included a Super Bowl commercial partnership with Shazam, social media promotion, and a "Give a Friend" contest where the winner received two Camrys. The campaign was a success, with January 2012 Camry sales up 7.5% and projections of a 16% annual sales gain.

1. M atth e w P e rry
R yan G e n try
B as h i a G u i llard

2. Pur pose
• Toyota’s quarterly profit plummeted 75 percent after the March 2011
earthquake and tsunami destroyed in Japan
• Campaign designed to promote the 2012 model
– 10 air bags
– Blind-spot monitor
– Introduce Entune entertainment information system
• Duration: November 2011-March 2012
• Budget: estimated $175 million

5. W e b s i te
http://www.toyota.com/camryeffect/
Currently has over 7,000 Facebook shares.

6. # Fa i l

7. E ffe c t A
F ri e n d
G i ve aw ay
• Partnered with Shazam for 2012
Superbowl commercial
• Debuted the “Connections” ad.
• The winner won two 2012 Toyota
Camrys
– one for themselves
– one for a friend

8. C am p ai g n R e s u lts
• January: • Social Media:
– Sales increased 7.5% – Facebook: 776,000+ likes and
– 28,295 units sold (increase of 9,648 talking about it.
55.9% compared to Jan. ’11) – Twitter: 78,000+ followers
• Toyota 2012 sales projections: – Website: 78,784 “effects”
– 16% sales gain
– So far: 9% sales gain Toyota’s Buzz Score:
• Overall success
– Campaign in progress

9. S o u rc e s
• http://pressroom.toyota.com/releases/toyota+partners+sh
• http://www.youtube.com/watch?v=99VP6rQ09eY
• http://www.mediaconverter.org/
• http://www.youtube.com/watch?v=mVBJpMEs1NM
• http://depauldigitalpr.com/review-of-toyotas-the-camry-ef
• http://prezi.com/45eongtuqfrm/toyota-camry-effect/