Online Marketing: Toyota’s Swagger


You may remember one of our previous post about online marketing with videos (Finding Real Value in Viral Videos). The Chevy Volt ‘dance’ video we referenced was unforgettably bad. Cheesy, definitely not funny, and sort of sad. Lately Toyota has provided the perfect anti-Volt video with their Sienna minivan online marketing efforts.

The Swagger Wagon music video rounds out the ironic hilarity of their “Sienna Family” series. Toyota introduces us to the average young family, reluctant to admit that they need a minivan, and showcases their never-ending ’style’ and pride in owning a Sienna. Sure, the videos mention the Sienna and it’s convenient features, but the parental jokes in the films are so funny, we sort of forget we’re watching commercials. That’s the epitome of good online marketing. With over 2 million views on the ‘Swagger Wagon’ music video alone, and multiple thousands on the other shorts on their YouTube channel, it’s clear that Toyota has validated the viral value of corporate YouTube videos.

Now I only wonder… how has the recall affected Sienna’s sales, even with clever videos and funny marketing?

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