Toyota is employing a brand new marketing campaign for the Toyota Sienna by coming up with a music video to show that it really is cool to own a minivan. Called the ‘Swagger Wagon’ the video shows a young family rapping about the benefits of “sporting” a minivan. They show the entire family and how they can fit into the Sienna and ride in style.
The minivan has often been derided by people as a vehicle that you really don’t want to be caught in by your friends. Attacking that concept head on, Toyota will probably see a nice bump in sales from a great viral marketing technique like the Swagger Wagon video. It wouldn’t be surprising to see Ford and Honda do something to also make their vehicles seem cool--with Facebook, Twitter and viral videos at their disposal there are a number of angles they can take.
The Dodge Grand Caravan has multimedia features that any family with young children can take advantage of--a TV in the back and a great sound system. Nowadays you need these features to hook parents and entice kids on features other than just the car itself. The improved gas mileage and better crash ratings are helping lower the car insurance rates for these vehicles, which is another way to get the American family buying.
If you need a minivan you’re probably going to buy one anyway, but the sales are going to the company that can stand out from the pack and look ‘cool’ in the eyes of the consumer. The Toyota Sienna is setting the bar high with their Swagger Wagon video--let’s see if the competition can keep pace!
Head over to Amazing Car Ads for more details and a video of the actual ad.