Toyota used mobile marketing to engage auto enthusiasts at the Los Angeles Auto Show, providing attendees information about specific vehicles right to their mobile devices.

The automaker tapped SpyderLynk to let consumers use their mobile phone camera to ?snap and send? different Toyota SnapTags and get information about various vehicles featured at the show. 

"We're constantly exploring innovative ways for Toyota customers to access vehicle information at their leisure," said Michael K. Nelson, interactive communications marketing manager at Toyota Motor Sales U.S.A. Inc., Torrance, CA. 

SnapTag details
SnapTag is SpyderLynk?s flagship image recognition product. SpyderLynk claims its SnapTags are the only logo-centric mobile activation tool in the marketplace today.

Brand logos featured on any type of packaging, advertising, signage or screens can be made interactive with SpyderLynk?s Code Ring technology.

Consumers with smartphones or standard camera phones can snap and send a picture of a SnapTag to activate a multi-functional, multimedia interactive dialogue with brands.

SnapTags give Toyota a way to create an interactive and mobile dialogue with interested consumers, driving brand and product awareness, generating potential sales leads and providing information in an engaging way.

The SnapTags are featured on signage located at each vehicle ? with each SnapTag showing the photo of a different vehicle in the center. 

Educating consumers
When consumers send in the Toyota SnapTag, they receive an SMS response featuring four links providing access to vehicle information, a vehicle brochure, the ability to obtain a cost quote and information about the Toyota Care program.

With the SMS in their inboxes, consumers have the opportunity to visit the message and information links repeatedly.

SpyderLynk SnapTags give Toyota the opportunity to engage consumers on smartphones and standard camera phones without the need to download specific 2D bar code readers or applications. Basically, Toyota can interact with anyone who has a camera phone.

Consumers go to the Los Angeles Auto Show to learn about new car models in what is the most auto-crazy state nationwide.

The Toyota SnapTag call to action at the show was ?Learn more about this vehicle.? There are simple instructions about where consumers can send the photo of the SnapTag to receive vehicle information directly on their phones.

?SnapTags allow us to conveniently and effectively direct leads to dealerships, drive traffic to the Toyota mobile site and provide ebrochures and additional information to consumers directly on their mobile devices," Toyota?s Mr. Nelson said.

Dan Butcher reported for this story.

Final Take
Giselle Tsirulnik is senior editor on Mobile Marketer and Mobile Commerce Daily
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