Social Media: New Medium for Marketing 'Green' Cars
Toyota, maker of the best-known hybrid to date, announced today a new family of its Priuses, including a plug-in version slated for release in 2012.
Not unexpectedly, considering that a major industry auto show is happening this week in Detroit, Toyota took the announcement an extra step by using social media as part of its pitch. Executives answered questions about the new models of Priuses via a Twitter chat, and an announcement was also made available via livestream on the company’s website.
It’s not the first time Toyota and others have experimented with social media to build hype for new offerings. The carmaker chose to announce its release of six new hybrids by 2012 via a tweet last year. Nissan has set up a Twitter account for its all-electric Leaf, where it retweets opinions of new Leaf owners and test drivers. Last year, Ford launched an aggressive, nationwide social media campaign for its well-reviewed, high gas-mileage Fiesta that had industry watchers declaring it a “winner” in social media awareness, ranking it above its competitors.
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