Toyota’s Recipe For Creative Collaboration

Toyota Prius Times Square iPhone Application.

1 Popular socially conscious hybrid
2 or 3 unique iPhone ideas
A handful of cutting-edge creatives from Saatchi & Saatchi
A pinch of cash

Mix liberally, add cash as needed; serve chilled to a couple million people for approximately three days.

Fans of the Toyota Prius created drawings on their iPhone that were displayed on digital billboards,in Times Square, on October 26th-28th. Another great example of a manufacturer using new tools to create a connection with current and new fans. Connections are what create memorable experiences; those experiences need to be built and nurtured in new and different ways if brands expect to maintain customer loyalty.

This is new, different and memorable – and I’m not much of a Prius fan. The Toyota Highlander Hybrid catches my eye…