Toyota’s QR Codes Campaign

Toyota launched a campaign in May 2011 for the 2012 Corolla. Toyota created a mobile program with 2-barcode and augmented reality technology that drew people to the car company’s website and social media properties. The campaign was based around a computer-generated pop star called Hatsune Miku.

The carmaker wanted to increase the conversations it was having with consumers regarding the 2012 Toyota Corolla, and they wanted to connect the real, conventional world with Toyota’s digital world. In order to achieve this, Toyota worked alongside a QR code vendor to establish a branded mobile barcode.

To view this content, Toyota encouraged consumers to use their mobile phones and then after being prompted by a text message, download the Toyota Shopping App for their iPhone or Android phone.

Toyota dramatically increased app downloads, leads and traffic for the Corolla during the week of the augmented reality launch. In addition, Corolla leads increased by 30% that week, and time that was spent on the one Corolla/Miku web page was greater than the time spent on the entire Corolla section of Toyota.com.

Traffic for the Corolla/Miku increased by 167% from September 4^th-11^th.  The campaign was about encouraging consumers to try out new kinds of content and in a fun way. It is thought that Toyota may embrace more mobile marketing technologies over the next year.

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