Huge holiday success for Toyota
With 450.375 participants, this campaign had high customer involvement and engagement
With effect from 1 April 2003, Toyota chose to transfer ownership of all national sales and marketing departments in Europe from Toyota Motor Corporation (TMC) to Toyota Motor Europe (TME). The change was made to further strengthen the sales and marketing functions and reduce the distance between producer and consumer.
For their Christmas campaign, Toyota created a Christmas calendar featuring the Quiz format. A Danish holiday tradition, the Christmas calendar takes place throughout the month of December, with a single door opening every day from 1 December to 24 December to reveal the game (and prize) inside.
In this case, the car company used these formats in conjunction to generate new permissions while accommodating GDPR regulations.
A gamification campaign for Christmas
Scratcher’s platform was a successful present under the tree for Toyota. The car company wanted to bring something new and exciting to both potential and existing customers throughout the holiday season.
The combination of gamification and effective product messaging returned with a high quality permission base. In fact, Toyota saw high opening and click-through rates in their newsletter and personalised, product-focused emails. These results demonstrate that Toyota made the right move using gamification in their holiday marketing.
Conclusions from the Christmas campaign
MANY UNIQUE PARTICIPANTS
Toyota activated the campaign through their own channels. Then, to attract new customers, they also used it in additional marketing activities
HIGH OPENING- AND CLICK-RATES
Toyota received high opening- and click-rates in both their newsletter and product-focused emails
TIME SPEND—2752 HOURS / 114.6 DAYS
Participants returned again and again. With a conversion rate of 97%, this approach demonstrated that the Christmas calendar had a high engagement rate
450.375 OPEN DOORS
High involvement and engagement
25.241 UNIQUE PARTICIPANTS
The average user reopened the calendar in 18 of the total 24 days
Of all the participants who opened the calendar