Toyota “Meet the Prius” on Youtube

How can automotive companies appeal to American millenials? For this consumer segment, the decision to buy a car is not only complicated, but intimidating and full of myths. Atop the mix of advice and recommendations they receive from their network, they also browse through digital properties and resources for research. Creating an entertaining Youtube brand channel, they combined digital production and video content to make the online research process more interactive and productive.

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In preparing to launch the Prius car, Toyota developed these videos acknowledging the challenges facing this demographic. The content is all themed around The Game of Life, the vibrant board-game part of many millenials’ childhood. The tips provided spanned everything from negotiation at the dealership and filling out forms to the importance of hybrid engines and the role of in-car bluetooth technology.

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Read more about Toyota’s case study in Google’s Creative Sandbox.