Executive Summary (This is a document excerpt)

Faced with the challenge of communicating the complex, advanced features of a new vehicle — the iQ — Toyota supplemented more traditional online and offline marketing with social media activities that focused on an attempt by two drivers from agency iCrossing to drive 500 miles on one tank of petrol. A combination of channels — blog postings, Twitter, and Flickr — successfully increased traffic to the blog by more than 200% and met the goal of increasing the online conversations around the brand.

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