Toyota's Prius Goes Tweeting in Hybrid Cause Campaign
August 11th, 2009 - Toyota has together with Federated Media, created a web campaign for the 3rd generation Prius
at the website HarmonyTweets.com. From their About page, here's their official description:
"Whether your passion is design, social good, or clean technology, HarmonyTweets plugs you in to innovation and inspiration updates from charitable organizations, industry leaders like Toyota, and sustainability-minded individuals. You can add a bit of positivity to your day by exploring and contributing to the inspiration, giving and Prius communities."
The site includes three categories (known as communities), for people to share their messages:
- Inspiration - "Get inspired by ideas, people, and technology."
- Prius - "See what Toyota, enthusiasts, and owners are saying."
- Giving - "Find nonprofits and charitable events."
Each category page includes message box with an included hashtag, and various tweets people have submitted with the option to retweet and vote on favorite individual messages. To submit a tweet, users have to enable a common 3rd party application protocol for accessing their Twitter account. The pages also feature the latest tweet from the official 3rd Generation Prius Twitter account, along with curated stories and links relevant for that category. For example, the Inspiration page includes featured stories from Good Magazine and HowStuffWorks.com, while the Giving page includes a link to Twestival and a nonprofit search box for GuideStar.
The homepage includes a U.S. map with colored placemarkers for where categorized tweets were submitted; clicking on them reveals the user's Twitter handle and message. The location is mapped by using the available info on the user's location data (if available) in Twitter, in combination with the Google Maps API.
The campaign doesn't end there though. In conjunction with Gas Station TV through October, the Prius Neighborhood site is a place for anyone to submit, share and promote their community-focused events and causes. Events posted on the website will be syndicated to their Facebook and Twitter pages, and considered for broadcast on the Prius Neighborhood show on Gas Station TV, a network of pump-top TV screens at 13 national gasoline retail chains in 100 markets. Toyota will tout Prius with 15- and 30-second ads on GSTV, but the more integrated element -- the neighborhood part -- is TV segments directing consumers filling their cars to visit http://event. gstv.com/, where they can upload content on local happenings. The submissions are reviewed, put in rotation, and become searchable by ZIP code on the Web site.
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