One vehicle per day goes to a nonprofit.
Toyota's mid-gear in a summer-long goodwill marketing effort, giving a car to a nonprofit everyday for 100 consecutive days. Running through Aug. 16, the "100 Cars For Good" initiative is centralized on Toyota's Facebook page, where viewers vote on which of five charities gets that day's donated vehicle. People do not have to "like" the brand before tallying a vote.
"We wanted to engage and get people to participate with social media," Toyota spokesperson Tracy Underwood told ClickZ News. "So from there, we said, 'We need help [from consumers] because we are used to solely interacting with these nonprofit groups.' This campaign is where we want a lot more participation."
Today, for example, viewers can vote on the following nonprofits: mental illness organizations Wellspring (Louisville, KY) and Triple R Behavioral Health (Phoenix); seniors healthcare provider Keiro Services (Los Angeles); children's issues org AnyBaby Can (Austin, TX); and the hospital St. Mary's Medical Center (Evansville, IN).
Facebook ads and display ads around the Internet have appeared to push the campaign. Toyota also worked directly with the Palo Alto, CA-based social site, providing the causes with pro bono Facebook credits to be used for advertising their organizations.
"Some of them had no experience in social media," Underwood said. "Now, they are getting ['likes'] themselves. It's been a nice byproduct to the overall effort."
Toyota is the latest brand to take a cue from Pepsi's Refresh Everything campaign. For the last two years, Pepsi has focused on goodwill-social marketing - over mass advertising - while donating funds to local nonprofits across the U.S.
However, according to Beverage Digest, the soda brand in recent months has fallen to third behind Coke and Diet Coke in store sales after spending decades in the No. 2 slot. The Purchase, NY-based Pepsi has since made changes to its marketing leadership, though there have been no ramifications yet on the Refresh Everything or social media fronts.
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
September 9, 2015
12pm ET/ 9am PT
September 16, 2015
12pm ET/ 9am PT
September 23, 2015
12pm ET/ 9am PT