This post is part of the People’s Insights monthly briefs issue of February 2014.
To gain new customers in Norway, Toyota turned to its existing base of satisfied customers. The company reached out to its Facebook community and invited Toyota owners to let their friends, neighbours and strangers test-drive their hybrids.
300 customers agreed and their profiles, locations and car model were posted online at provminhybrid.no. Car buyers could search for cars near them via web and mobile, and could test drive cars with Prius owners.
Toyota filmed the responses and share them as web videos, which captured 2 million views.
As Adverblog’s Ana summarizes it, the campaign is a “great example of brand transparency, community activation, brand ambassador program and loyalty all mixed up together in one.”
Others applaud the campaign for tapping into its base of customers and turning them into advocates – especially in an age when people trust one another more than they trust one-way brand messages.
About People’s Insights
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects – that are driving engagement with stakeholders – on the MSLGROUP Insights Network. Every month, we pick the best projects and analyse conversations around them, on the MSLGROUP Insights Network itself and also on the broader social web, into an insights report. Every quarter, we compile original insights from the MSLGROUP global network into the People’s Insights Quarterly Magazine.
In our first year and half, we focused on inspiring consumer projects around social data, crowdsourcing, storytelling and citizenship. We synthesized the insights to provide foresights for business leaders and change-makers in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, also available as a Kindle eBook and an iPad app.
In 2013, we launched “The Future of” series with a focus on Citizenship, Money and Employee (Re)Engagement. In 2014, we continue to track inspiring projects that are shaping the future of engagement, with a focus on reputation, employee engagement and citizenship.