How much is a tweet worth? $500, according to a recent promotion by Toyota — more than 1,000 times the value Eventbrite places on a tweet. The car manufacturer is rewarding those who purchase a new Toyota by January 3 with a $500 debit card for tweeting about it.To qualify, users need to visit toyotashareathon.com and send the following tweet through Toyota’s application by December 15: “If I get my new Toyota during Toyotathon they’ll give me $500 just for this Tweet. http://buyatoyota.com @Toyota #shareathon.” After purchasing a Toyota, owners can redeem their $500 card on the same page.
The goal is to get users who may be even just lightly considering purchasing a Toyota to spread the word about the campaign, even if they don’t end up purchasing one (though we wouldn’t be surprised if those who tweet about the promotion got a little extra attention from Toyota’s marketing team in the next couple of weeks).
When asked why Toyota was willing to reward purchasers so heavily for tweeting, Kimberley Gardiner, Toyota’s national digital marketing and social media manager, wrote: “We wanted to leverage social media to build incremental awareness of our annual Toyotathon sales event. We feel that $500 is a significant enough offer to stimulate consumer interest and generate strong buzz throughout the social space.”
“Tweets and other Social Media (social media) efforts help us create velocity behind an immediate call to action for consumers to take advantage of a program like this with limited duration,” she added.
As a marketer, how much value would you place on a tweet?
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