A number of US car manufacturers have embraced the recent online phenomena of user generated content within their marketing communications strategy.
User content has rocketed due to sites such as youtube.com and myspace.com where users post messages and video clips for free. An excellent example is Toyota.com’s new hybrid site where users are encouraged to post video and messages about why and how they purchased a hybrid. The best submitted videos are going to be broadcast as a TV campaign stateside. Saatchi and Saatchi responsible for the campaign are taking the tried and tested ‘testimonial’ we are all familiar with into new frontiers. View the hybrid campaign at www.toyota.com.