Earlier this summer, I found a delightful example of a consumer marketing program that built awareness very effectively with me as a consumer: the Toyota Prius and the Sims 3 game release.
The strategy appears to be leveraging the equity and audience of each of the complementary products: the Sims 3 user can download a free 2010 Prius directly into the game and can find out more about the actual car through a link to the Toyota website. Toyota announced in July via e-mail that with a special Toyota code, consumers could receive a 15% discount off of the Sims 3 game.
Clever stuff -- the gamer gets free digital stuff, and the Prius builds awareness and creates a connection between the gamer and the brand.
That's an intersting idea.
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