Tundra Madness Drives Record Sales

Case Study
Tundra Madness Drives Record Sales
MSN Powers Most Successful Launch in Toyota History!
When Toyota wanted
to introduce the Tundra
as an innovative “new
idea” in pickups, it was looking
“The MSN Gaming Zone
provided us with a fun,
exciting way to launch
the Toyota Tundra.”
for an innovative new approach in marketing.
The “Tundra Madness” campaign on the
Gaming Zone, part of the MSN® network of
Internet services, drove record sales by
turning potential customers into “virtual”
drivers in the race for excitement.
Steve Sturm
VP Marketing, Toyota
Driving Sales Through the Power of MSN
America’s fourth largest automaker was looking to break new
ground with a “beyond-the-banner” Web campaign to launch the
Toyota Tundra. They chose MSN because of its ability to deliver
unparalleled creative while at the same time appealing to a highly
targeted audience.
Accelerating Awareness
Toyota wanted to capture the attention and imagination of 35 to
45 year old males with household incomes above $65,000.
Campaign Objectives
•
•
•
•
Establish brand recognition
Increase brand awareness
Increase intent to purchase
Leverage the power of the Web through
integrated offline marketing techniques
Creative Strategy
“I would rate the Tundra
launch campaign a 10.”
Gifford Sun
Internet Marketing, Toyota
Toyota used the MSN Gaming Zone as a vehicle to drive excitement
through a promotion called “Tundra Madness.” The Gaming Zone
created and hosted a custom online racing game. For three months,
consumers put their virtual pedals to the metal in hopes of being
crowned “the duke of dirt” and winner of a brand-new Tundra pickup.
Spectators cheered their favorite drivers as they raced around tracks
customized with Toyota advertising. Even the virtual blimp that
floated over the racetrack carried the Toyota banner.
Customized Solutions for Optimized Results
Case Study
The truck was given away at a highly
energized, interactive, live final event that
generated industry and media excitement.
Campaign Elements
•
•
•
•
“Tundra Madness” qualifying rounds,
semifinals, and live final event
Event promotion on microsoft.com
and MSN.com
Press releases about the event
Print, TV, and radio coverage
of the final event
“As the most successful launch ever,
the Tundra had record sales. The profits far
outweighed the cost of the campaign.”
Gifford Sun
Internet Marketing, Toyota
A Monster Promotion with Monstrous Results
The “Tundra Madness” campaign confirms the Web is a proven medium for building brands. Brand recognition, brand
awareness and intent to purchase the Toyota Tundra all increased significantly among the targeted audience. The 2.5
million unique monthly visitors* to the Gaming Zone and the excitement generated by media coverage of the live final
event, resulted in record sales for Toyota. In fact, the Tundra recorded the fastest sales start of any new product in
Toyota history.
*Source: Media Metrix, May 2000
Dodge
(+6%)
6%
5%
4%
Ford
(+2%)
Chevy
(+7%)
16%
15%
24%
20%
16%
12%
8%
4%
GMC
Ford
Sierrra Silverado (+5%)
(+4%)
(+4%)
Dodge
Ram
(+6%)
Percent Increase
7%
GMC
(+7%)
Source: e-valuations.com
8%
Percent Increase
28%
9%
Intent To Purchase
Toyota
(+28%)
Source: e-valuations.com
Toyota
(+10%)
10%
Percent Increase
Aided Brand Awareness
14%
Toyota (+5%)
13%
12%
11%
All Brands (-1%)
10%
9%
before
campaign
This case study for Toyota Motor Sales may be reproduced only in its entirety. Use of any excerpts of the case study must be approved in writing by Toyota
Motor Sales, U.S.A., Inc. To obtain such approval, please contact June Okamoto at june_okamoto@toyota.com.
*Source: Media Metrix, May 2000.
© 2001 Microsoft Corporation. All rights reserved.
This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Microsoft, MSN, and the MSN logo are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. The
names of actual companies and products mentioned herein may be the trademarks of their respective owners.
MSN-1001
Customized Solutions for Optimized Results
For more detailed information, call your MSN rep or visit advantage.msn.com
after
campaign
Source: e-valuations.com
Unaided Brand Awareness