The "If Looks Could Kill" campaign combines digital and real-world gaming components centered around a new Web site developed by Burrell Communications Group, Toyota's black marketing communications AOR, and agency partner 42 Entertainment.
The site includes a series of videos that feature a resourceful fashion designer and Camry driver involved in an espionage plot. Users can navigate within the 3D scene to play along with the adventure, picking up clues to assist the main character, and potentially winning 1,000 prizes over the course of the campaign. Iflookscouldkill.com will launch June 9 and the campaign will continue through July 27.
"We tried to create an authentic inclusion [of the Camry] into the story line [with a content-driven approach]," said Chad Harp, Toyota marketing communications strategist. "The Camry's her tool to get around in the series, which is meant to be fast paced with lots of moving around and numerous [occasions] where she is in the vehicle or using its [tools]."
In partnership with Essence magazine, the campaign will drive consumers to the Web site at a red carpet event featuring a fashion show, national shopping parties at predominantly black women's boutiques, and a portal on the magazine's Web site.
Media relations and outreach to magazines like O and Ebony will also work to reach consumers. Key media influencers were sent press materials in lockboxes placed within a file folder and evidence bag.
Monica Warden, Burrell's account director, said that the program was designed with Burrell's information from focus groups, which noted black women's interest in action-adventure and "real-world-driven" TV dramas, but without blood or weapons.
"We wanted the opportunity to try something new, and while BMW has created a [high-quality] film series, this stands alone," Harp said.