Toyota’s 'Try My Hybrid' campaign was devised to introduce potential consumers to its cars, by people they’re friends with on Facebook.

In Norway, Toyota found that it excels at loyalty, sales and customer satisfaction but recruitment numbers are lower. To win over new recruits, the Try My Hybrid campaign aimed to capitalized on its strengths to improve its one weakness.

Toyota then asked hybrid owners to volunteer to let some of their Facebook friends, as well as total strangers test drive their cars. The stunt revolved around proud Toyota owners, who then became the faces of the campaign. Considering the numbers of people on Facebook, this meant that everyone in Norway directly or indirectly knew someone who drove a hybrid car that they could test drive.