http://tier10lab.com/2011/08/25/2012-toyota-camry-launch-campaign-uses-digital-marketing-techniques/ -- Toyota has introduced the redesigned 7th Generation 2012 Camry. The launch and buildup to the launch was done with an interactive social media campaign. Toyota promoted the reveal through social media outlets, presenting the Camry launch live through a webcast and [...]

1.
2012 Toyota Camry Launch Campaign Uses Digital
Marketing Techniques
http://tier10lab.com/2011/08/25/2012-toyota-camry-launch-campaign-uses-digital-marketing-techniques/
August 25, 2011
By Molly Troha
Toyota has introduced the redesigned 7th Generation 2012 Camry. The launch and buildup to the launch
were done using an interactive social media campaign. Toyota promoted the reveal through social media
outlets, presenting the Camry launch live through a webcast and conducting a "TweetChat" (by which the
media and consumers could converse with Toyota VP Bob Carter via twitter.)
Toyota is the first auto manufacturer to broadcast a launch in this fashion. Toyota calls the Camry
"America's Car," so prior to the launch, the public was invited to "attend" the unveiling. The reveal was
done via a simulcasted video and took place at multiple locations.
In the live launch video, the primary presentation, hosted by Toyota VP Bob Carter, took place at
Paramount Studios in Hollywood. The other location was the Georgetown, Kentucky Toyota production
plant.

2. At the Georgetown location, Toyota presented the first 2012 Camry to roll off the production line -- driven
by Toyota Motor Corp. President Akio Toyoda. After stepping out of the car he noted, "The launch of the
new Camry is very important to our company. That's why I came all the way to Kentucky. It's a symbol of
Toyota's success over the years."
Toyota will continue to be successful, not just because of a quality product, but as a result of effective
marketing. As the first to leverage digital means and social media, Toyota is ahead of the curve, and this
is crucial in an industry that relies so heavily upon marketing and hype.
Launching the 2012 Camry through the webcast has already proven to be a smart move on Toyota's
behalf. There has been a significant amount of buzz about the new Camry, a lot of which is because of
the innovative digital marketing tactics.
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