It’s no surprise that I’m a big fan of Toyota’s third-generation Prius ads. “Harmony,” as it’s dubbed, features over a million people in costumes, who supply the landscape of which the Prius is featured.
It’s simply marketing genius.
As the behind-the-scenes footage shows, Toyota’s goal was to embrace the car, landscape, and a community of people — all in one marketing campaign. Not only does this do it effectively, but it also gives a relaxing look and feel to the commercials, and grabs the audience’s attention, as it’s something that’s unique and really that’s never been done before.
In addition, the campaign is carried out through Toyota’s mini-site for the Prius, and also with Facebook and Twitter pages. Overall, it’s a great (not to mention, effective) media marketing campaign.
Check out one of the ads from the campaign above, and check the behind-the-scenes footage here.
Tags: commercials, media, prius, social networking, toyota, website
