Toyota’s marketing campaign for the new Yaris is nothing if not inventive. First we saw a series of web videos proclaiming, “It’s a Car!”, and now Toyota has launched a slew of new viral videos and competitions online.
The first part of the new Toyota Yaris push is a collaboration with online time-waster and cat-photo library I Can Has Cheezburger? On the site, users can create their own “meme” images by superimposing text over surreal photos of the Toyota Yaris. One photo of a Yaris wearing a tie, for instance, bears the caption, “Casual Friday is canceled… Until one of you admits to doing donuts in the conference room.” Users who submit the best Yaris memes can win a variety of prizes, which include a Canon DSLR camera, an Xbox 360, a custom rap song written about the winner, and $400 worth of candy bundled with an electric toothbrush.
The Yaris also will be hyped during a new four-part web series on Youtube, in which The Incredible Hulk and other Marvel superheroes take a road trip in a new Toyota Yaris. The first episode of the stop-motion web series is embedded below. As in the aforementioned commercials, the superheroes see the new Toyota hatchback and exclaim, “It’s a car!” They also develop a new appreciation for Cleveland, Ohio, after seeing a fanciful billboard promoting the city.
Finally, praise for the Toyota Yaris can be found in a special collection of videos on crowd-sourced comedy website Funny or Die. One of the videos, called Simple Times, features an Amish community that decides to embrace automobiles after one member’s spirited endorsement of the Toyota Yaris. In another clip, a secret agent ditches his flame-throwing sports car for a red Yaris.
The online campaign is certainly more interesting than a traditional car commercial, but we do find some of the videos and meme photos a little bizarre. Let us know what you think of the Toyota Yaris “It’s a Car” marketing effort in the comments section below.