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Drillteam is a brand innovation company which follows a 2.0 approach to engaging consumers.
Our sweet spot: the hyper-mediated, time-shifting, ad-skipping, lean-forward consumer.
Our expertise: moving beyond the 1.0 model of broadcasting a singular message to 2.0 engagement. We interact directly with these influential consumers to co-create your brand.
Social networks. Blogs. Web 2.0. Word of mouth. Influencers. Live event activation. Brand ambassador networks. Online Collaboration Tools. Engagement. Relevance. It’s all connected through a mindset of interactivity and consumer control. This 2.0 world requires something more than new tactics. It requires a new approach. A new process.
That approach is what we call collaboration. You want some help navigating? Good. That’s what we do.
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Toyota Yaris: Building a Brand Utility to Serve Indie Music Lovers |
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 Toyota’s Yaris has been a lead sponsor of the SXSW festival for the last three years, always aiming to be integrated into the experience by providing not just sponsorship but service to the indie music community.
The goals: For SXSW 2008, Toyota partnered with FreeYrRadio, and our new challenge was to extend the experience of SXSW beyond the event itself, leveraging the blogosphere and the indie music crowd to involve a wider audience online.
The community: We’re indie people (we were born out of Insound.com) and we’ve gotten to know all aspects of marketing to the indie community. While yes, the indie crowd is skeptical of mainstream marketing and advertising, they can be incredibly loyal to brands that take the time to get to know them, and to sponsors that enhance the music loving experience. For several years we’ve worked to make the Yaris a beloved brand among indies.
The brand utility: To extend the Yaris experience at SXSW, we developed a number of for things that indie music fans desperately needed to enjoy their experience at SXSW. We developed 4 different utility concepts for the activation:
SXSW Planner Tool: With over 400 bands, events, and parties at SXSW to choose from, music lovers get anxious that they’re going to miss the best show.The planner tool was developed as a widget for the YR SXSW site, which we then offered to trusted indie music blog partners.
iPod Downloads: Through CitizenPod, participants could then download their SXSW schedule, telling people where to go, what band was playing next.
SMS Text Alerts: Online, participants could also sign up for text alerts during the music festival for changes, additions, or other more spontaneous unplanned for happenings.
Yaris Shuttles: SXSW attendees could request an airport shuttle, or hop on to one of 20 serendipitously placed Yaris vehicles offered to ferry people to and from popular Austin destinations.
The partners: We worked with our indie music blog partners such as StereoGum, Brooklyn Vegan, and a custom planner for TheAustinist. These blogs helped promote the Toyota Yaris connection beyond just sponsorship, and word quickly spread through the indie community that something meaningful was happening at the Yaris SXSW site:
“I’m not sure what the Toyota Yaris’ connection is to SXSW (other than some good old fashioned corporate sponsorshop) but they’ve put up a nice little SXSW site with some neat stuff.” – From SXSWBaby! Blog
The results:
Yaris at SXSW received positive buzz among the core indie community, resulting in over 14 MM total program impressions, a combination of user-supported media, earned media, and paid media.
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BY ALEX
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