During 2008-09 iCrossing UK, a global digital marketing agency, ran a programme of social media activity for Toyota GB to help raise awareness of its iQ city car.
This integrated initiative combining agencies glue and Brandwidth, was based on a core blog (www.toyota.co.uk/iqblog) and a series of activities designed to create word-of-mouth referrals that drove traffic to the blog and generated interest in the car itself.
One of these activities was a bold experiment to drive the car to as many cities in the UK as possible on one tank of fuel. So, in January 2009, two members of iCrossing’s Content & Media team undertook a ‘Hypermiling’ road trip in the iQ that was comprehensively covered through in social media spaces.
The hypermiling attempt reached over 105 million people worldwide and 3.7 million people in the UK alone as a result of coverage on high profile blogs, including Wired magazine, and led to a 200% uplift in traffic to the iQ blog.
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