This campaign won a Bronze WOMMY in the Momentum category for 2009.

The U.K. has tight cities. In many urban areas, thousand-year-old roads now must accommodate bustling traffic. To squeeze into the market, Toyota GB introduced the compact & fuel efficient iQ to hit the valuable urban 30-to-40 something population.

Hypermiling - n. - The practice of maximizing a car’s fuel economy

Toyota GB went to iCrossing to drive the marketing. The iQ blog was born. Two journalists (not marketers) were challenged to trek 500 miles and hit 18 U.K. cities on a single tank of gas. All the while, they would write blog posts, share photos and tweet their minds out. Followers could see their position on Google maps via the driver’s iPhone GPS. By concentrating on the real human experience of driving the cars, this campaign feigned away from buzz words and marketing jargon.

The Results:

1. The journey was covered on 64 blogs, including Wired, the New York Times, and Treehugger.

2. The earned media reached 105 million people worldwide and 3.7 million in the U.K. alone.

3. Traffic at the iQ blog increased 212%. Traffic from third-party sites rose from 15% to 50% of total traffic share.

4. The car reached 71.6 mpg.

—————————

Do you have a case study that could rival this one? Submit it today at: http://womma.org/WOMMY/