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Toyota Greece Takes Bloggers for a Test-Drive

Word of mouth marketing isn't just an American trend. It's a global phenomenon. As proof, one need only glance across the Atlantic to Greece, where Toyota recently completed a campaign in which it engaged a team of Greek bloggers to spread the word about its new hatchback model, the Auris.

Toyota wanted three things from its Greek Auris campaign. One, it needed to be digital. Two, it needed to put the car's interior -- its "cockpit" -- front and center. And three, it needed to inspire test-drives and get consumers into the driver's seat.

To achieve its goals, Toyota decided to let its customers market the Auris for it. It invited 15 Greek bloggers to test-drive the car for a week, and encouraged them to post their findings to an official Auris Blog as well as to their own blogs. The results:

* Bloggers wrote 55 posts about the Auris.

* Readers posted 175 comments to the bloggers' posts.

* The Auris Blog received 52,000 visits from 41,000 unique visitors.

* The campaign generated 2,000 test-drive requests -- 50% of all test-drive requests.

Learn more

Posted by WOMMA Editor on June 20, 2007 9:03 AM

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