Toyota and Digg: Social media marketing to interact with consumers

For those who have had their head buried in the sand, you will know that 2010 has started bad for Toyota. The Japanese automaker has recalled more than 8 million of its vehicles due to brake and gas pedal issues, with stories on this being one of the biggest subjects on Digg.

For those who follow Digg you would have read numerous stories on this and commented on them as well. Toyota know that its current and future customers use Digg, so thought that they need to use the service as part of its social media marketing campaign – in the hope of interacting with them more.

So how did they do this I hear you ask? Well Jim Lentz, the Toyota Motor Sales USA president opened himself up for an interview series, which Adweek reports is the first of its kind. Toyota knew that the interview would be popular with Digg users, but were shocked once they learned just how popular. It seems that the Digg interview received more than 1 million views in just five days.

Toyota certainly did well out of this, thanks to a huge ad buy on Digg. We know that March sales for Toyota were very good, and it is assumed that this February interview was the catalyst for this. The details of these sales figures and if social networking helped Toyota are very complex, for more details on this, visit Adweek.