Outstanding Social Media Campaign

Car shopping has always been a solitary experience about smelling that new car smell, upgrading an old ride, and trying to get a great deal. But, you can’t Tweet a new car smell, and Facebook posts won’t get you a better deal, so the experience has never been social

Shareathon 2 mixed a big purchase decision with tiny character count, and the social space with the dealer space. The idea of a “social retail event” seems like an oxymoron, but it mixed two opposites expertly, and reached a new, young audience, previously unreachable by traditional Toyotathon messaging.

Contributors:

Executive Creative Director:	Margaret Keene
Executive Creative Director:	Chris Adams

SAATCHI & SAATCHI LA

Location: USA