Toyota Breaks Yaris Campaign with 'Mobisodes,' Gaming Strategy
Toyota Motor Sales on Monday launched its youth-oriented economy car Yaris with an integrated campaign from Publicis Groupe's Saatchi & Saatchi, including 10-second "mobisodes" - video episodes on mobile devices - and interactive banner ad games, reports AdWeek. The games allow players to duel, using Yaris models. The mobisodes feature cartoonish Yaris fights and Matrix-like sets. The traditional commercials and the seven original-content mobisodes lead up to a two-minute grand finale, all created through Saatchi by London-based digital media boutique Tokyo Plastic.