The Prius Neighborhood daily segments direct people to http://event.gstv.com. Once the local event information is submitted to the website, it [image-nocss] is reviewed and built into the local events listing rotation at the pump and becomes searchable by zip code on the website.
Through the campaign's social media community integration, the events are posted to corresponding regional Twitter pages @GSTVevents, giving local drivers yet another channel to find out about local events. In addition, Facebook users can become fans of Prius Neighborhood, post new events, view posted events, interact with others and link to the event submission page through a custom-developed Prius Neighborhood application which can be added as a tab on users' profiles.
"Our Prius customers are very involved in their communities," said Kim McCullough, corporate manager of marketing communications for Toyota. "For the launch of the third-generation Prius, we wanted to give them an innovative tool to help promote the philanthropic and community events they're passionate about."
The Prius Neighborhood 30-second TV segments and consumer-generated local event segments will be watched by more than one million unique drivers a day. Complementing the Prius Neighborhood content segment, Toyota will run 15-second Prius spots and other Prius content.
"This is one of the first demonstrations of the next generation of social media marketing campaigns - a TV/social media hybrid," said David Leider, CEO of Gas Station TV parent company Destination Media, Oak Park, Mich. "Today, social media is limited to reaching you via your PC or your Smartphone--essentially, 'computer to computer.' GSTV's proprietary Neighborhood platform is a game changer because it shifts and expands the flow of dialogue, enabling people to now inform TV content--'computer to TV'."
Prius Neighborhood on Gas Station TV is part of Toyota's integrated marketing campaign for the third-generation Prius, which began last month. The integrated campaign developed by Saatchi & Saatchi LA reaches consumers where they live with real-world installations, deep social networking and digital programs and traditional media.
Gas Station TV (GSTV) is a major provider of entertaining and informative TV at the pump. It connects with captive consumers for four to five minutes during a natural pause point in their day. GSTV can geo target by time of day and location, down to the station. Programming includes exclusive news and entertainment segments from CBS, sports from ESPN and local weather from AccuWeather. GSTV is the preferred at-the-pump media partner at 13 major gasoline retailer, it said. GSTV is the only digital TV network at the pump with Nielsen Media Research-verified viewership, demographics, dwell time, network size and recall, providing media buyers confidence in GSTV commercial airtime purchases. Please visit
Toyota Motor Sales USA is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion.
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