Home  › Marketing › Automotive
toyotaweather

As Weather.com Relaunch Sponsor, Toyota Touts Prius Anniversary

  |  July 15, 2010   |  Comments

Exclusive relaunch partner, Toyota, highlights 10th Prius anniversary.

Toyota has signed on as the exclusive launch partner for the relaunch of Weather.com. The automaker will use the sponsorship as part of a campaign highlighting the 10th anniversary of its ground-breaking Prius hybrid.

Kim Kyaw, interactive media and strategy manager for Toyota Motor Sales, USA, said Weather.com's eco- and tech- friendly demographic is perfect for the Prius anniversary campaign. The program, which actually began Toyota's sponsorship 10 days leading up to today's formal Weather.com relaunch, will run through the end of July.

Weather.com is one of the digital properties of The Weather Channel and executives there said the redesign of the now 15-year-old site offers not only a more modern look but also a more customizable weather experience for users.

Among the features Toyota will be taking advantage of is Weather.com's ADaptor format, which enables brands to cutoyotaweatherstomize messages to consumers depending on location and time.

"It's geo-based but it's also real-time using weather and location, and the program is related to the custom Random Acts of Prius apps on the Prius Facebook page," Kyaw explained. "The app that you'll see will depend on the weather in your city, so if it's sunny and you're in southern California you may [be served creative] that talks about going on a picnic. The apps won't be just about the vehicle but about everyday lives."

Both the creative and media buy was done by Saatchi & Saatchi. Among the executions is an out-of-banner format created specifically for Toyota. "It includes a [countdown] for the 10 years of the Prius that leads right into the launch of the redesigned Weather.com," Kyaw said, noting the ads will not contain specific offers or calls to action. "This is general awareness about the 10th anniversary of Prius and it's tied to people looking to lead eco- and tech-friendly lives. There will be additional messages on Facebook and Twitter as well."

Toyota will also have a strong presence on TWC's mobile website and on The Weather Channel application for iPad. While this campaign ends in a few weeks, Kyaw suggested Toyota will continue to advertise on Weather.com, adding, "We actually run media with them all year round."

The site redesign is based on consumer research and includes new features such as a more intuitive and weather-centric navigation and up to three saved locations visible from all weather.com pages. It provides more pinpointed local weather, and a variety of applications that will allow users to customize Weather.com based on their lifestyles and favorite activities.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

David Ward is a veteran freelance journalist based in San Diego, who currently focuses on online marketing, digital entertainment and the growth on new consumer technologies such as 3D in the home.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs