Wednesday, May 20, 2009
The new 2010 Toyota Prius recently launched their media for the campaign “Harmony Between Man, Nature and Machine”. From John Voelcker, Editor-in-Chief of All About Prius, the campaign is all about “highlighting the car's latest features, the campaign paints the Prius as offering what buyers want--advanced technology, more power, interior space, safety, and the magic 50-MPG figure--while simultaneously giving nature what it wants: lower tailpipe emissions.”
The team is reaching out to some other media outlets to build awareness outside of normal automotive channels (what I mean is not marketing in auto related websites or on portals.) They are planning some content within How Stuff Works and have already implemented a homepage wallpaper on Dictionary.com promoting the Prius.
Let’s discuss the Prius Dictionary.com example. Right now it is simply a beautiful image of a Prius that covers the homepage. It’s a nice break from traditional banner advertisements. Unfortunately where it leaves off is in getting some good content integration in the Dictionary site. For example, type in “Prius” to get a definition and all you get is “–adjective (in prescriptions) before; former.” And the best part is the “sponsored results” above the definition provide links to the 2009 Prius and the all new Honda Insight.
What Toyota should have done is, at least, own the Prius definition page advertising if people search Dictionary.com. They also could’ve included a definition about the car, if the Dictionary.com site would let them (I’m not sure if they have restrictions on only formal definitions can exist.)
It will be interesting to see how Toyota markets the new Prius against some competition from it’s Honda Insight neighbor. Already, Toyota is making some great traction as pre-orders have reached 75,000 units; though, I caution that number being customers only. What I’ve seen is a reporting of pre-orders also including dealership orders. Also, the Prius’ main competitor the Honda Insight isn’t getting rave reviews, at least from the world’s most anti-hybrid car reviewer – Jeremy Clarkson – who called it “Biblically horrible.”