Toyota USA has begun to collect stories from Camry owners within the new ‘Camry Effect’ initiative. About seven million Camry drivers in the United States are encouraged to register on an online platform and share the moments connected with their Camry such as first dates, road trips, soccer games, job interviews and college days etc. In this way, Toyota wants to evaluate its 30-years impact on the American culture. 

Photo: Toyota

«There are millions of Camry owners out there, but each has a unique and important story to tell. The Camry Effect connects these owners and helps them learn a little more about their individual stories—from favorite part of a road trip to Camry models passed down through generations,» said Kimberley Gardiner, National Digital Marketing & Social Media Manager for Toyota. «The site personalizes the experience of driving a Camry in a fun, engaging way.»

Entering the site, users can create their own Camry Effect based on responses to a series of intuitive, rapid-fire questions. The resulting ‘Effect’ chronicles each owner’s experience with his or her car and reveals dynamic statistics taken from the collective Camry experiences. Developed as s social project, the site connects Camry fans and allows them to invite friends, post their progress on Facebook and Twitter. Site visitors also can have a glimpse into the future of Camry, with details and images of the all-new 2012 model.

The current site statistics shows that 73% of Camry owners are driving their first Camry ever, 68% Camry drivers use a hands-free device and 140 site visitors own more than one Camry. The platform has more than 4,200 stories or ‘effects’ submitted.

Another popular Toyota range—Prius hybrid —is currently being promoted in a new ad ‘Prius Goes Plural’ by Saatchi&Saatchi.