WHY WE DO THINK THIS CAMPAIGN IS PROBABLY WRITING THE FUTURE OF ADVERTISING
Read below to find out
Toyota's "Sensations" campaign for the new Camry is an attempt to leverage mobile technology so that users can experience first-hand what it feels like to drive the new car rather than the brand telling them or showing them what it feels like.
According to the emojis you previously tweeted, you will see a totally different campaign!
Why is this clever?
Emojis are being used in this campaign in an innovative way to customize ads based on the mood of a mobile user. Twitter, which introduced emoji targeting a year ago, lets advertisers place ads in user feeds based on their recent tweets or interactions with tweets that use emoji characters. According to the emojis you previously tweeted, you will see a totally different campaign!
A good example of Technology at the service of Storytelling:
The "Sensations" campaign features interactive ads that let mobile users tap or swipe a phone screen to see different qualities of the car, such as "rebellious," "thrill" and "serenity." Artistic snackable videos with visual metaphors of the feelings that the new Camry provokes will be featured on Facebook and Twitter.
Snackable videos, stills and GIFs will create a collage on Instagram that displays the vehicle.
The digital ads use autonomous sensory meridian response (ASMR) technology to magnify sight and sound content while highlighting the car's features with music-like sounds.