Toyota social network application
Many thanks to Toyota for the Outkast song that is now playing on continuous loop in my head.
With that said, it appears that Toyota is borrowing a page from social networking apps like MySpace & Facebook in order create a community of creative folks conversing about the Toyota brand. The sales pitch for HEYA goes like this: Toyota wants to listen to your thoughts on their marketing and print ideas, their car design, and most of all to hear what creative young adults care about.
The incentive is that Toyota is offering $2500 sponsorships for “your projects.” Maybe you have a creative web site idea, want to do a graphic design art show, or have an idea to creatively raise awareness for an issue that matters to you. This could be your chance to get Toyota’s help. No indication if sponsored projects must be Toyota themed.
If managed well, this could be great for Toyota. Actually involving the creative consumer in your brand/product development.
The only catch is that Toyota is limiting HEYA membership to 500, and there is an application/screening process - a great idea for two reasons: One, it makes it much easier to manage the community and carry on an actual dialogue with the members; Two, having a limited membership gives participants the feeling of exclusivity - not just anyone can join. Members must be chosen. Brilliant ego stroking on the part of Toyota, because creatives just hate having their egos stroked, right?
I’ll know within 5 days if I make the cut.
Tags: community, heya, social networking application, toyota
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