This campaign is unlike anything I have ever seen. I chose to deconstruct this campaign to show that companies are trying to do unorthodox things and are trying to be different. The campaign itself is essentially showcasing that Toyota Camry's have been on the road for 30 years and have effected people's lives in many ways. The greatest success in the campaign has been through the Youtube channel. I enjoyed the visuals of the website, but I did not like that there is really no introduction or explanation as to what the purpose and platform of this campaign is. I mainly chose this campaign because over super bowl weekend the PR team tried a different approach by replying to every person that mentioned Camry during the super bowl. People were very upset by the "spam" but it definitely got the media's attention. Camry's response was that they were so excited to share their new Camry that they wanted everyone to know. The proceeded by apologizing if they upset anyone. I thought it was really interesting, but the campaign could use some work overall.
The campaign is also known as the first and biggest giveaway of its kind to
utilize Shazam technology, because users can click on a Camry Effect Connections Ad to be entered to win a Camry for themselves and a Camry to give away.
website: http://www.toyota.com/camryeffect/
youtube: http://www.youtube.com/v/N406PJKJ_rM
http://www.youtube.com/watch?v=mVBJpMEs1NM
twitter: https://twitter.com/#!/CamryEffect
no facebook page
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