Swagger Wagon
“…I’d rather have my tubes tied than drive a minivan…”
-Soccer Mom
Minivans are Typically designed for children - safe and boring.
Toyotas Minivans were designed by a race car designer to be all about the driver’s experience. We realized we needed to turn the typical selfless parent mindset on its head.
No Super Bowl.
No TV.
No giant campaign.
We launched with a YouTube Banner…
One of the most unexpected product demos in history:
Launching a Minivan under the guise of an urban music video.
…and the results were astounding.
Two days after posting,
"Swagger Wagon” averaged 115 Tweets per hour.
22+ Million UNIQUE Youtube views
-YouTube
10 most viewed videos in 10 years
-YouTube
Third most shared viral video of all time, Facebook, Twitter, blogs
-Unruly Media’s Viral Video - June 3, 2010
#1 - CNN Viral Video
- CNN Viral Video Chart
#2 - AdAge Viral Video Chart
-AdAge Viral Video Chart
Voted #22 of 31 “Top Videos of 2010“
-YouTube
EFFIE Effectiveness Awards Winner
“… a cultural phenomenon…”
The Swagger Wagon Music Video:
Dozens of TV and News channels worldwide covered it, creating over 150 unpaid broadcast segments and articles
Voted “Best Social Media case study” in S&S global network
PIMP YOUR RIDE
We manufactured industry grade, adhesive backed, chromed decals and gave them away on our social media channels.
8 years after launch, we were still getting requests for them
Using our social channels, Youtube Sienna site platform and Google Moderator we directed questions from fans and subscribers to our Sienna couple, then filmed and posted their answers.
We also used these channels to update fans and subscribers about changes and news in the Sienna family. Example: when we dropped new singles we alerted fans in our various channels:
Hot new tracks
Custom Ring Tones
We created custom, downloadable ring tones for fans and subscribers, and left real voicemail messages on mobile numbers we dropped into the campaign.
All good in the Parenthood
Using the same channels we got fans and subscribers to vote on and choose the next music tracks to get posted. A few examples:
Pimped for parents
We worked closely with the Toyota product team and custom vehicle manufacturers, B.A.D. Company to design and create the stretch minivan.
The Toyota Sienna Swagger Wagon Supreme shown below.
It launched at SEMA, the biggest custom and accessory auto show in the world.
We used a fan question via Google Moderator to set it up (our lead actress was actually pregnant at the time - more about that in the Sienna Family tab):
