Toyota gets social

If you need a lift around Sydney then Toyota can help. There is a catch though, it's with a Werewolf.

As part of its push into social media (Facebook, Twitter, YouTube etc) Toyota is launching a new series of campaigns centred around the Yaris. Five creative agencies have been hired to create an advertising concept on the light car using only social media and a budget of $15,000 each.

The first product of the new push gets underway today with the aforementioned Werewolf. It is part of a Facebook and Twitter campaign called 'An American Werewolf in Yaris' and has been designed to coincide with Halloween.

Followers on either the Twitter or Facebook page can request a lift somewhere around Sydney with a man dressed as a Werewolf driving a Yaris.

'Werewolf in Yaris' is just the start as the other agencies beginning to roll out their offerings in the coming weeks. According to Toyota Australia spokesman, Todd Connolly, the five campaigns have all been developed independently, and as a result will indirectly compete against each other.

Connelly told the Carsales Network that Toyota is using this Yaris campaign as an experiment with social media and explained why the company is employing a variety of agencies.

"It's different, so it deserves not only a different approach but also a different group of people to create it," Connolly said.

"They're in competition with each other directly," he added. "But we are going to see which one gets the best cut through."

Interestingly, the Yaris has been chosen for the concept without any upgrades or changes to the car.

"It's an experiment in social media; it's not product led," Connolly explained.

In addition to Facebook and Twitter, Connolly revealed there would also be campaigns using YouTube and short films but no television commercials will be used at all.

"We're having a bit of fun with it," he said. "It gives us the opportunity to do things differently."

The success or failure of the idea could lead to other Toyota models using a similar technique to engage customers.

"That's a good question," he said. "We don't know the answer to it yet but we're hoping to find out as we go."

Connolly said that the soon-to-be-launched Prado would also use an element of social media in its marketing campaign. A dedicated Facebook page will be set up for the Prado and will showcase off-road trails and four-wheel driving tips as well as videos.

See Toyota's page at facebook.com/WerewolfInYaris