Twitter case study: Toyota offers sweets for tweets

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To promote its new Etios car in South Africa, Toyota promised to make people smile. The Sweets for Tweets installation, created by HelloComputer and ThingKing, did just that by rewarding virtual smile tweets with real-life candy via a Wonka-like contraption. The campaign matched the new Toyota Etios tagline, “Here to make you smile”, promoting a positive brand message and putting the car across as a fun machine to drive.

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Brand: Toyota | Country: South Africa | Agency: HelloComputer, ThingKing | Sector: Retail, Automotive | Format: Twitter,Mobile, social media

The video campaign featured window installation that handed out sweets when customers tweeted #EtiosSmiles

Once the tweet was made, the sweet was released, rolling through the Rube Goldberg-style machine, before being dispensed to the customer.

The campaign matched the new Toyota Etios tagline, “Here to make you smile”, promoting a positive brand message and putting the car across as a fun machine to drive.

The campaign was created by design duo Thingking and advertising agency DraftFCB.

Using the drama of the extravagantly intricate machine to delay gratification just slightly, tweeters have become completely absorbed in the experience and, as video records show, leave with an ear-to-ear grin.

The contraption consists of a car central-locking motor, treadmill, plastic palm trees, xylophones, magnifying glasses, a mirror ball, a midi keyboard played by a rotating armed stick, a plastic shark tank, a polaroid camera, a bird house, a zoetrope of dancing bears and wobbly-legged wooden toys among other things.

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