Toyota brings "The Camry Effect" to Super Bowl (video)


Toyota is taking “The Camry Effect” to the Super Bowl this weekend and adding sweepstakes activated by a smartphone app to an ad that will air on the big game that extends a Camry campaign that launched last fall to promote the 2012 car.

Beginning with the “Connections” commercial, the campaign encourages people to enter the giveaway, and will allow the winner to start a new Camry Effect by giving them the ability to gift an actual Camry in addition to receiving one. The campaign is the first and biggest giveaway of its kind to utilize Shazam technology.

See the spot here:

The spot marks the first major outreach effort for the Camry Effect (, a social media initiative developed to unite the nearly seven million Camry owners in this country through an interactive, online experience. The Camry Effect provides past and present Camry owners a platform to share their stories, moments and memories from over the past 30 years, since the vehicle was first introduced in America.

The ad first appeared on YouTube 2/1. Viewers can watch the spot daily with smartphone in hand, and use the Shazam app once daily through 2/5 for a chance to win the car. Participants will also be able to “Shazam” the spot when it makes its national broadcast debut on Sunday.  Shazam is an audio-ID smartphone app that can identify songs and artists by “listening” to ambient audio. When they Shazam the ad, they are automatically entered for a chance to win the car. Viewers can do this every day, including when it airs on TV during the Super Bowl, right after the “Toyota Half Time” report.

The program, which launched last fall, is just one element of the larger campaign, via Saatchi LA, for the 2012 Camry with the tag line, “It’s Ready. Are You?” That included six TV spots. 

“Toyota is one of America’s most trusted brands and we are thrilled to work with them on this exciting campaign,” said Evan Krauss, Shazam’s EVP/advertising. “There are more than 130 million smartphones and tablets in the US and 86 percent of their owners use them while watching TV, which is why more and more Fortune 100 brands like Toyota see the importance of implementing a mobile strategy in their commercials.  They choose Shazam because we make it easy for their millions of consumers to engage with their products.”