There is a fascinating analysis on the Toyota Yaris Australia decision to give six agencies $15,000 each to do a viral social media campaign. The winner of the agency contest could get more budget to move forward.
This is a really odd example of an automotive company dipping their toes in social media marketing. It's not as if Toyota doesn't get social media, the European Toyota marketing managers have some excellent online examples with social media elements: iQ hypermiling challenge and Aygo Car Dance Party Simulator. The team in Australia seems to be a bit disconnected by what
makes great social media content which has led to some rather trite examples of social media marketing by the teams with so limited a budget.The analysis is so good here that I'm going to just point you to this blog post by Laurel Papworth: Australia Toyota Yaris social media campaign Downfall.
Enjoy!
