Toyota and Ground Zero to Partner on Youth Viral Marketing Program

TORRANCE, Calif., May 3, 2004 -- Toyota Motor Sales, U.S.A., Inc. and Ground Zero will partner to develop a youth-targeted viral marketing campaign to promote the Corolla XRS, Celica, Matrix XRS and all-new 2005 Tacoma pick-up truck which will debut this fall.

The campaign, which will run from July-September, will focus on the style, sportiness and fun-to-drive performance of the Toyota brand's youth vehicles. It will be comprised of elements for the Internet, as well as direct and event marketing.

"We were looking for something fresh and unique to reach our target market," said Deborah Wahl-Meyer, Toyota corporate marketing communications manager. "Ground Zero came up with some innovative ideas and we look forward to working with them to develop and implement this campaign."

This youth campaign is designed to reach mainstream youth looking for an affordable car while Toyota's Scion brand targets trendsetters.

Based in Los Angeles, Ground Zero's client roster includes the California Dept. of Health Services for its Anti-Smoking campaign, ESPN, Kerzner International Hotels and SEGA.

The cost of the campaign was not disclosed.