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Article: Toyota hawks 'cheeky' Yaris to youth; Automaker uses mass media to show car's personality.(marketing)
- Article from:
- Automotive News
- Article date:
- May 15, 2006
- Author:
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Marc Graser
MySpace.com? Check. Video game? Got it. Mobisodes? Of course.
Like other automakers, Toyota Motor Sales U.S.A. Inc. is embracing branded entertainment as a way to launch a vehicle - in this case, the new Yaris small sedan and hatchback. Branded entertainment builds vehicles and other products into the content of TV shows, movies, video games, Web sites and other venues.
Many car companies produce one-time branded content: short films, "advergames'' or sponsored music tours. By contrast, Toyota is employing every platform it can.
That's especially important for the demographic it's seeking. Toyota is aiming the Yaris ...