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2011 Toyota Sienna Swagger Wagon viral video got over 3 million plays in less than 2 weeks... Check it out and tell me "where my kids at?" while you be roaming hard on the cul de sac...

  • Currently 5/5 stars.

Views: 552

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Comment by Dean Leary on May 25, 2010 at 4:16pm
Great ad and a good demostration of the power of viral marketing... I have just embedded the code in my site and sent this to another 350 people on my database, so the viral chain continues... Well done Toyota
Comment by Bryan Armstrong on May 25, 2010 at 2:32pm
I loved this! Made me smile. A few years ago we had my son plus 2 Foster kids for 3 total and we "rolled" a Minivan for about 8 months til they re-united w/ the Mom. Had a 20 in drop down split screen DVD and a fairly nice system in it. This video brought back some laughs and memories of my own "swagger wagon". Got to admit, it was pretty nice watching a movie in the back or playing V-Smile with the kids while my wife drove!
Comment by Ed Personius on May 25, 2010 at 9:49am
Ralph, I would be surprised if 18% were actually correct. I would have guessed lower positive ROI than that. So often these numbers are fudged or have been massaged to look better than they are. But from a marketing/cost measurement, if that level of exposure cost nothing (other than the production cost for the video) then you're right, it is a home run on a cost/exposure basis. Being a Direct Response guy, I always want to know what the direct path to the transaction is, and how to accurately measure that.
Comment by Ralph Paglia on May 25, 2010 at 9:37am
Ed, that's a GREAT Question! The nice thing about Toyota's Agency, Saatchi and Saatchi is that they have a very robust and developed system for measuring and reporting on the influence and sales results generated by viral marketing when it works... I am CERTAIN that the marketing team at Toyota will know within 100 units, on a national basis, how many deals were the result of a series of events triggered by the millions of people who have watched this clip. But your point is well made, because DID YOU KNOW that ONLY 18% of all TV commercials ever bought and paid for by all car dealers combined ever returned a positive ROI?!?!?! Think about it, all the money dealers have invested in TV, and yet ONLY 18% of the TV spots ever aired on broadcast or cable over the past 50 years have generated a positive ROI.... Whatever Toyota paid for this clip, getting over 3,000,000 people to watch it without paying for any TV Commercials to run HAS GOT TO BE AN ADVERTISING HOME RUN!
Comment by Ed Personius on May 25, 2010 at 8:23am
That's cute. How many more Siennas have been sold because of it?

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