Saturday, February 4, 2012

Of course, the big boys can practice bad advertising also - see @CamryEffect


And, as Drew Olanoff notes, this is just one of several "Camry Effect" Twitter accounts that are responding to any mention of Super Bowl-related topics.

However, in the last hour of so - possibly because of Drew's post and possibly because of anger expressed elsewhere - none of the accounts has tweeted anything.

But it may be too late, because Toyota (and "Camry Effect" creator Saatchi & Saatchi) are being discussed on Twitter. Unfortunately, it's not good discussion. Kristi Colvin:

I wonder who the brilliant mind behind @CamryEffect and @CamryEffect1, @CamryEffect2, @CamryEffect3, @CamryEffect4, @CamryEffect5 et all is.

Jason Keath:

Dear Toyota, Spamming Twitter is not a social media strategy

I think it's fair to say that these aren't the types of responses that Toyota wanted to get from this promotion. Here's what was said a few days ago:

Toyota is extending "The Camry Effect" on the Super Bowl this weekend. The automaker is adding a sweepstakes element activated by a smartphone app to an ad that will air on the Super Bowl that extends a Camry-hagiography campaign that launched last fall to promote the 2012 version of the car.

The new chapter of the campaign, called "Connections," involves smartphone app Shazam, and allows people to vie for a chance to win a Camry or gift one to a friend....

A spokesperson for Toyota's AOR Saatchi & Saatchi LA, which developed the campaign, explains that starting Thursday, when the "Connections" commercial runs online, people can "Shazam" the ad. When they do, they are automatically entered for a chance to win the car. She says people can do this every day, including when it airs on TV during the Super Bowl, right after the “Toyota Half Time” report....

The "Camry Effect" is a social media campaign that -- according to Dave Nordstrom, VP of digital marketing at Toyota Motor Sales, U.S.A. -- is among the most ambitious social media campaigns the company has ever done.

Unfortunately, someone didn't think through the Twitter part of this campaign.

Oh what a feeling...
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