'The Pool' is a humorous series of six short videos, sponsored by Toyota, targeting young, urban 'connecteds.'
Toyota has launched a TV campaign to drive viewers to a new made-for-mobile video series on mobile phones.
"The Pool" is a humorous series of six short videos about a group of carpoolers, who happen to drive a Toyota Camry. It will debut on the global mobile comedy channels of video production company Fun Little Movies (FLM). It will be available for free to all Sprint users in the U.S. with a video-enabled phone beginning August 9. FLM's network also includes Microsoft's Xbox 360 and the SmartVideo service for Windows Mobile-powered smartphones.
"These mobile episodes are geared toward entertainment. They focus on the characters who have a story to tell, not on products," Brad Gillingham, CEO of Fun Little Movies, told ClickZ. "The target audience is very sophisticated, and very smart. You have to present advertising content in ways that don't insult their intelligence."
Toyota is going after a twenty-something and thirty-something urban audience with this mobile series, particularly the group which some researchers call "connecteds." This group uses technology to empower itself, and it's very media-savvy, Gillingham said. The series is hoping that its comedic elements will inspire users to forward the episodes to friends.
The episodes will not have much commercial content, other than the product placement aspect of the car being a Toyota. Gillingham points to these mobile episodes as a way for advertisers to reach a desirable, and highly targeted niche audience.
The TV ad starts by extolling the virtues of the new Toyota Camry, including Bluetooth connectivity for mobile devices and "a thumping MP3-ready sound system." It then introduces the mobile series, showing four African-Americans driving through city streets. The car's phone rings, and one of the rear passengers leans forward to answer, admonishing the driver to be quiet so he can answer the phone. The ad will run on broadcast and cable TV networks including UPN, Fox, BET and ABC.
An online campaign is planned to launch next month when the mobile episodes become available.
FLM is currently in post-production for another mobile series for an online lifestyle brand, which Gillingham declined to name. It's also in talks with brands ranging from autos to satellite radio to candy, he said.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT