Minivan moms everywhere are driving their kids to playdates and loading groceries with a newfound sense of pride, and dare we say swagger, thanks to Toyota's viral video hit.
Its viral video, Swagger Wagon, a hip-hop video parody featuring a fictional middle-class Sienna family and their Sienna SE, is pushing nearly 2 million views thus far, and is the talk of the twitterverse. (If you haven't seen it, check it out below.) But can Toyota's social media campaign actually make an impact on sales? Will this comical, domestically proud Sienna family convince soccer moms that minivans are cool again?
While reaction overall has been mixed, response from the mommy blogosphere – Toyota's intended audience – is seems highly positive. After seeing the video, one mom posted on The Stir, "And though I had my heart set on the hybrid Highlander, I'm moving closer to accepting, if not embracing, my minivan fate."
And that seems to be the goal of the ad. Rather than shifting the focus to the latest safety or design innovations, Toyota is playing up all of the intrinsic features of the minivan. The message is simple: the minivan fits in seamlessly with the lifestyle of a parent and does it better than anything else. It's just a little matter of shaking that decidedly un-cool stigma.
Combined with news of Honda launching its own redesign of the 2011 Odyssey, the viral-hit buzz could help sales for a segment that's seen a decline in recent years, thanks to SUVs and Crossovers. (It's no coincidence both models offer high-end trims that rival luxury SUVs.)
As of now, only time will tell if Toyota's campaign pays off. In April, Toyota came in third in minivan sales with 8,688 Siennas sold. Honda sold 10,628 Odysseys with the Chrysler Town & Country/Dodge Caravan duo coming in first with 23,802 models sold.