• Feb 4, 2012
Toyota is looking to meld the smartphones with the television in a new ad campaign. The automaker is giving fans a chance to win two Camrys in new promotion that uses the Shazam mobile app in conjunction with a TV spot. When the commercial airs, viewers simply fire up Shazam and enter the giveaway. (They can also enter the sweepstakes online.) Toyota says the program is the first and largest of its kind to use Shazam.

The "Connections" TV spot is designed to encourage further exploration of the so-called "Camry Effect," a social media campaign focused on how the Camry impacts people's lives for the better. Fans can enter the sweepstakes once daily for a chance to take home a Camry for themselves and one for a friend. Hit the jump for the full press release.
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TOYOTA PARTNERS WITH SHAZAM TO AMPLIFY THE "CAMRY EFFECT"

Marketing Campaign Leverages Shazam Technology for Unprecedented Car Giveaway


TORRANCE, Calif. (February 1, 2012) – Toyota Motor Sales, U.S.A., Inc. has announced the debut of an integrated marketing campaign that enables viewers to use the Shazam mobile app to enter for a chance to win one new 2012 Camry for themselves and one for a friend, during a live NBC television broadcast on Sunday, Feb. 5.

Beginning with the "Connections" commercial, currently available online at [insert CE link], the campaign encourages people to enter the giveaway, and will allow the winner to start a new Camry Effect by giving him or her the ability to gift an actual Camry in addition to receiving one. The campaign is the first and biggest giveaway of its kind to utilize Shazam technology.

The "Connections" spot marks the first major outreach effort for the Camry Effect (www.toyota.com/camryeffect), a social media initiative developed to unite the nearly seven million Camry owners in this country through an interactive, online experience. The Camry Effect provides past and present Camry owners a platform to share their stories, moments and memories from over the past 30 years, since the vehicle was first introduced in America.

"The Camry Effect is one of the most ambitious social media campaigns we've ever implemented," said Dave Nordstrom, vice president of digital marketing at Toyota Motor Sales, U.S.A., Inc.. "Partnering with Shazam allows us to increase awareness of this effort on the national stage and give one lucky winner the opportunity to positively affect a friend and start writing his or her own Camry story."

The "Connections" spot is part of an innovative approach aimed at increasing viewer engagement with the Camry Effect A fully integrated experience across multiple platforms is created by connecting television, online, mobile and social media activities together. The campaign is supported by broadcast and digital media, as well as a robust web portal, mobile experience and targeted social media efforts.

"Connections" allows for daily sweepstakes entry by one of two methods: by viewing the spot online and using Shazam with the ad when prompted or by filling out an entry form online. The sweepstakes will culminate with a winner notified on the night of Feb. 5, and a public announcement soon following. Participants can enter for a chance to win once a day leading up to the debut of the broadcast commercial, as well as enter again by using Shazam or entering online when the commercial airs live on Sunday. Following the broadcast premiere, people can go online and "stretch the story," or dig deeper, by expanding the commercial to view more Camry stories via a unique, interactive video timeline.

"Toyota is one of America's most trusted brands and we are thrilled to work with them on this exciting campaign," said Evan Krauss, Shazam's executive vice president of advertising. "There are more than 130 million smartphones and tablets in the US and 86 percent of their owners use them while watching TV, which is why more and more Fortune 100 brands like Toyota see the importance of implementing a mobile strategy in their commercials. They choose Shazam because we make it easy for their millions of consumers to engage with their products."

For official rules and further information, visit http://www.toyota.com/camryeffect/promotion/rules.html.


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    • 1 Second Ago
  • 19 Comments
      Erik Odegaard
      • 2 Years Ago
      Chosen from amoung all others by the immortal elders - Solomon, Hercules, Atlas, Zeus, Achiles, Mercury, Billy Batson and his mentor travel the highways and biways of the land on a never ending mission. To right wrongs, to develop understanding, and to seek justice for all. In time of dire need, young Billy has been granted the power by the immortals to summon awesome forces at the utterance of a single word...... SHAZAM!!!!!!!!!!!!!!! a word which transforms him in a flash to the mightiest of mortal beings...Captain Marvel!!!!
      onewayroll
      • 2 Years Ago
      The Camry is a good car, but damn it's boring to look at.
      Lucas
      • 2 Years Ago
      Am I the only one who sees an Acura TSX with a Toyota badge from the front?
      cardudeATL
      • 2 Years Ago
      I think I've seen this car a couple times on the road. It is -seriously- one of the most anonymous cars on the road today. I have to stare at it for some time to realize it's a 2012 Camry and not a previous-gen Camry or a Carolla.
        LUSTSTANG S-197
        • 2 Years Ago
        @cardudeATL
        I actually think the exterior of the previous generation looks a lot better. Some of the previous Camrys looked decent in sportier trims, but I agree that this one looks quite anonymous.
        imtoomuch1
        • 2 Years Ago
        @cardudeATL
        Most Toyotas are bland, boring, and anonymous. They have no personalities.
        • 2 Years Ago
        @cardudeATL
        [blocked]
      Renaurd
      • 2 Years Ago
      This car has the personality of a slab of asbestos siding.......
      caddy-v
      • 2 Years Ago
      The "Camry effect". How Camry effects people's lives for the better. I can answer that. When I head down to the garage to stary my day there is'nt one in there, thereby making my day more cheerful and worry free.
      Jesus!
      • 2 Years Ago
      The front of the Camry makes me cringe...yuck!
      • 2 Years Ago
      [blocked]
      • 2 Years Ago
      [blocked]
      Cruising
      • 2 Years Ago
      It seems to be a trend right now in advertising using the Shazam logo, OLD NAVY, Progressive Insurance, Macy's and few others I've seen but can't think of.
      • 2 Years Ago
      [blocked]
      Michael Lloyd Weiss
      • 2 Years Ago
      If I get this right-- huge multi-national, multi-billion dollar conglomerate Toyota is using its considerable talents, resources and time to give away ONE Toyota product. Really? That means all the rest of the people who contribute are LOSERS!! Wow. Brilliant. Real Social thinking Toyota. NOT!! Just another example of corporate advertisers wasting both time and money by pushing their opinions upon the buying public. No interaction, no genuine feedback. But hey, don't those new Camrys look nice.
        Anonymous
        • 2 Years Ago
        @Michael Lloyd Weiss
        Well, what do you want? A free car for each and every person that fires up an App? You do know that it's not cheap to make a car these days either. And it's two Camrys not one. Toyota gave away 100 cars to charities last year in a promotion. Yup, you're an idiot.
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