Jumpstart Automotive's VP of creative development provides new insight on launching outside the auto show, focusing on this often-overlooked creative strategy.

I've written several articles focused on the number of new vehicle launches this year, and how auto manufacturers and their agencies are creatively unveiling these vehicles (while competing with the glitz and glare of the Auto Show). And I also told you Toyota was coming up. I'm a little late, but, we all know typical interactive creative timelines and delays.

Most of my creative highlights so far have focused on homepage units and takeovers, clickable video portals, customized video and maximizing in-banner creative. Now, I'd like to focus on what seems like a dinosaur of the interactive space: the microsite. 

Toyota has the most new vehicle unveilings in 2006. And one of their largest online partnerships to help promote these launches is with eBay and eBay Motors-- the passionate online community consisting of millions of individuals and businesses. Toyota's partnership with eBay is multi-layered, but centers around two key micro-sites that recently launched (created by Periscope, out of Minneapolis, MN, in conjunction with Saatchi & Saatchi, Los Angeles). 

The result of their combined work is two microsites: the first focuses on the new 2007 model launches and future concept vehicles, titled "Gallery Motomachi." The second identifies with the lifestyles of the Toyota truck owner/intender, titled "Gone _____ing." John King, media director at Saatchi & Saatchi, Los Angeles, says the program's overall goal, "is to help Toyota engage the eBay community and drive demand for our vehicles by tapping into the shared passions and principles of the eBay community and Toyota buyers. Even more specific, we are allowing eBay the opportunity to experience Toyota in a new way."

Gallery Motomachi
Gallery Motomachi (the name comes from the location of the first Toyota assembly plant in Japan) presents the "art of Toyota" as only the web can-- taking the theme of an auto show a step further. The site portrays the vehicles being admired like artwork, showing off the latest models from Toyota: Yaris; Camry and Camry Hybrid and RAV4. The second section portrays three concept vehicles: Alessondro Volta, PM and CS&S. 

This microsite does a great job of introducing the new Toyota models and showcasing each vehicle's attributes. The opportunity is there for the user to drill down to get more specifics on each model. The expanded real estate allows space for the overriding themes of affordability, fuel efficiency and environmental responsibility to show through. The concept vehicles are guaranteed to garner some feedback (which is exactly what helped push the '06 FJ Cruiser into production).

Gone ____ing
Gone ____ing (think gone fishing, gone hunting, et cetera) identifies with the lifestyles and leisure activities of a Toyota Truck owner.  Toyota is preparing itself for one of the most important vehicle launches in its history: the new Tundra.

This microsite provided enough real estate for nine blank-ings. It provides a relevant and very interesting way to navigate through the experience. In the end, the attitude and personality of these trucks is clear.

Micro-sites; major benefits
We focus a lot on in-page creative or rich media units within in-market automotive sites… but the creative canvas always seems confined and limited. Microsites take an extra step but allow enough room to get all the important information for both in-market consumers and enthusiasts. They provide a nice in-between experience to move the consumer from awareness to consideration, or just move them further down the purchase funnel (the pertinent links to Toyota.com are there).

Unlimited real estate points to unlimited creative potential. Maybe we should reconsider bringing back the microsite dinosaur to get full use of graphics, flash, video and new technology yet to be seen, all across unlimited pages. The only thing left then, is getting people there!

Chad M. Beasley is Jumpstart Automotive Media's vice president of west coast sales and creative development. Read full bio here.