The third generation Toyota Prius is just ramping up its marketing mojo, and one place you'll see plenty of the gold standard hybrid is at the gas pump. Toyota is hooking up with Gas Station TV to present "Prius Neighborhood" television program to the over 1 million unique
Prius Neighborhood is the latest effort to intertwine social media with traditional communication tools. Anyone can submit grassroots and community events via the GSTV website, and select events will actually appear at the pump, sandwiched between ads for the 50 mpg hybrid.
Those interested in following events on Prius Neighborhood can do so on Facebook, as well as Twitter at @GSTVevents. The site contains a calender of charity and community events searchable by zip code, and some of the events will be chosen for airing. GSTV airs in over 1,000 gas stations in the US, hitting 22 of the 25 top markets. Hit the jump to view the official press release after the jump.
[Source: IT News Online]
New Localized Digital Television Program Encourages Gas Station TV's
One Million Daily Viewers to Post and Broadcast Their Grassroots and
LOS ANGELES, June 15 /PRNewswire/ -- Gas Station TV and Toyota Motor
Sales, U.S.A., Inc., today announced the launch of "Prius
Neighborhood," a first-of-its-kind TV program on Gas Station TV. The
community relations program broadcasts consumer-generated local events
and cause listings on at-the-pump screens while informing viewers about
the new 2010 third-generation Prius. "Prius Neighborhood" starts airing
It is easy for people to submit their local event details for potential
airing on Gas Station TV. The Prius Neighborhood daily segments direct
people to http://event.gstv.com. Once the local event information is
submitted to the Web site, it is reviewed and built into the local
events listing rotation at the pump and becomes searchable by zip code
on the web site.
Through the campaign's social media community integration, the events
are posted to corresponding regional Twitter pages @GSTVevents, giving
local drivers yet another channel to find out about local events. In
addition, Facebook users can become fans of Prius Neighborhood, post
new events, view posted events, interact with others and link to the
event submission page through a custom-developed Prius Neighborhood
application which can be added as a tab on users' profiles.
"Our Prius customers are very involved in their communities," said Kim
McCullough, corporate manager of marketing communications for Toyota.
"For the launch of the third-generation Prius, we wanted to give them
an innovative tool to help promote the philanthropic and community
events they're passionate about."
The Prius Neighborhood 30-second TV segments and consumer-generated
local event segments will be watched by more than one million unique
drivers a day. Complementing the Prius Neighborhood content segment,
Toyota will run 15-second Prius spots and other Prius content.
"This is one of the first demonstrations of the next generation of
social media marketing campaigns - a TV/social media hybrid," said
David Leider, CEO of Gas Station TV parent company Destination Media.
"Today, social media is limited to reaching you via your PC or your
Smartphone - essentially, 'computer to computer.' GSTV's proprietary
Neighborhood platform is a game changer because it shifts and expands
the flow of dialogue, enabling people to now inform TV content -
'computer to TV.'"
Prius Neighborhood on Gas Station TV is part of Toyota's integrated
marketing campaign for the third-generation Prius, which began last
month. The integrated campaign developed by Saatchi & Saatchi LA
reaches consumers where they live with real-world installations, deep
social networking and digital programs, and traditional media.