November 5th, 1955 is the date that Marty McFly arrives in the past – any true Back To The Future fan knows that! But did you know that today (October 21st, 2015) is the date Marty arrives in the future? If you’ve checked your Twitter feed or Facebook account recently, the answer to that question is “of course, what do you think I am, a butthead?” After all, “Back To The Future Day” has been powering its way through the Internet at 1.21 gigawatts, and countless big name brands – from Olive Garden and Miller Lite to Charmin and Target – are hitching a ride.
While some of their marketing messages have been amusing, Toyota’s 5-minute “Fueled By The Future” video featuring Michael J. Fox (Marty McFly) and Christopher Lloyd (Doc Brown) strikes with more force than the lightening bolt that took out Hill Valley’s clock tower. There are a number of things that make the effort great (besides enlisting the help of Fox and Lloyd).
For starters the spot is a full 5 minutes (an eternity in 2015)! Despite the length, it manages to grab attention and never let go. In the process, it not only entertains but informs. The fact that Toyota’s product (the new Mirai model) has qualities that align with those predicted to take place in 2015 only solidifies its relevance.
And last but not least, the spot ends with a promotional link to its Fueled By Everything microsite, which provides more info on the campaign including three additional spots. All in all, it’s a nice example of an integrated digital marketing strategy that connects. But will it sell more Toyotas? Only the future will tell – and for that, we’ll need one of these!