Gas Station TV and Toyota announced the launch of “Prius Neighborhood,” a first-of-its-kind TV program on Gas Station TV. The community relations program broadcasts consumer-generated local events and cause listings on at-the-pump screens while informing viewers about the new 2010 third-generation Prius. “Prius Neighborhood” launched yesterday.
It is easy for people to submit their local event details for potential airing on Gas Station TV. The Prius Neighborhood daily segments direct people to http://event.gstv.com/. Once the local event information is submitted to the Web site, it is reviewed and built into the local events listing rotation at the pump and becomes searchable by zip code on the web site.
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.
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.
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.