Ne VEVO deal for Toyota to reach out to young mobile users

Toyota has evolved its existing T4 Channel 4 sponsorship to go for a seven figure advertising deal with VEVO, the music video service.

Toyota’s promoted its AYGO car line on the TV show, which will now be a permanent fixture across all VEVO platforms for the next year.

The partnership will have AYGO integrated into the “What’s Hot Weekend” round-up of VEVO and its new music video premieres. VEVO has 10.5 million monthly active users, and 25% of this number now watches videos via mobiles, tablets and other connected devices.

The campaign is being labeled as #YNOT and will be aimed at youngsters and integration will be done into pre-roll displays and ads. The objective is to encourage a buzz in the social media.

Newcast, the agency for Toyota AYGO brokered the deal. The agency expressed confidence that VEVO’s strong social following will allow deeper engagement and considerable reach for AYGO.

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