DETROIT A new campaign for the Toyota Camry launched this week targeting affluent African-American women ages 25-40. There are no TV ads, but instead a Web site, Iflookscouldkill.com, which includes a video series and an online game.
The campaign centers on the Web site and a six-episode video series, promoted on the home page as a place "where espionage and high fashion collide." The target audience for the campaign is African-American women with an annual income of $70,000 and up.
The video series stars a fashion designer and Camry owner who is involved in an espionage plot. Visitors can navigate within scenes and play along, picking up clues to assist the lead character.
On the Web site, visitors can also register to win a number of prizes, including iPod Nanos, Eluxury.com gift cards, cameras, a Paris vacation and a 2009 Camry XLE.
The campaign will drive consumers to Iflookscouldkill.com through a fashion red carpet event in New York on Wednesday, sponsored by Essence magazine. Print and online ads on Bet.com and Essence.com will also support. The campaign runs through July 27. 42 Entertainment in Pasadena, Calif., developed the game and the site. Burrell Communications, Chicago, is Camry's agency.
Toyota spent $900 million on ads in 2007 and $245 million in Q1 '08, per Nielsen Monitor-Plus.