Toyota Uses Facebook to Reward Prius Passion

Own a Toyota Prius? Like it? Love it? Ready to prove it? If you are a proud Prius owner, Toyota wants you to enter its Facebook contest to choose the most passionate Prius fan in the United States. After the company selects ten finalists, the Prius community will select the winner who will host the official 10Years of Toyota Prius Anniversary Celebration in his/her hometown. Entries can be a video or a series of photos accompanied by an essay. Prius owners - identified by the company as likely to be fuel-efficient hyper-milers, eco-warriors or tech-savvy gadget gurus - have until August 13th to enter. Users will then vote for the finalist, with the event to be held on 10/10/10. The chance to have the event in the winner's home town intends to give entrants an even more direct connection to the brand and lifestyle about which they're already so engaged. The contest is accessed from a tab on the Prius Facebook page. To enter, one needs to allow the contest application to access limited Facebook personal data, but, Toyota may be missing an opportunity by not requiring the entrant to "Like" the Prius page. All contest components are on Facebook; there is no mention of the contest on the Toyota website at this time. "We had over 100 submissions in the first two days," said Alan Miller, co-owner of FILTER creative group that is conducting this campaign for Toyota. "It speaks volumes of how active the community is and how seamless social media has become in marketing to consumers."

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Toyota Uses Facebook to Reward Prius Passion

Neil Glassman

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Neil Glassman