Maurice Cherry left a comment on Death of the Microsite with a link to the new Toyota Microsite to promote the  The 5th Door and it’s nooka companion site (I wasn’t familiar with Nooka before this.  They make watches).

Now it is pretty obvious, that “Urban” is a euphemism for black, but not just any type of black person, a trendsetter.  Despite this, my first thought was:  It sure is flashy… in a good way.

So, people are blogging.   The line-up (a.k.a. the proof that urban = black):

• Fashion - Ouigi Theodore
• Film - James Spooner
• BMX - Jimmy Mac
• Gaming- CJ Peters
• Food - Chef Roble

All the blogs are full of multimedia content The themes are completely co-branded with the Toyota Matrix, in a not so intrusive way that is still obvious.  To get the social networking aspect  even more integrated, they created an imeem profile featuring afro-punk artists.  Then to take it offline:

The Matrix 5th Door opens to invite you to the world of African American Independent Film/Afro Punk Music and urban BMX with several events this summer including the 4th Afro-Punk Independent Music & Film Festival and the Bulldog Bike Urban Ill Tour.

Oh, and I almost forgot to mention their WHERE $#!+ HAPPENS list of things they think are cool.

So, yes.  Dear Toyota, YES.  You have redeemed yourself, though (thank you Dede for pointing this out) I do appreciate you using the up-and-comers for that horrid excuse for innovation you presented us with in If Looks Could Kill.

The 5th door incorporates what is actually going on in the web space right now and is a great example of how to brand content for promotions… and make content that is innovative or provides a unique perspective.

It’ll be fun to watch and see if it gains traction.  As of the writing of this post, there were no friends on imeem and I didn’t see any comments so I wonder what their marketing plan is?    I’d hate to see this type of effort go into making something for our community and the ROI ending up being something that makes it so it doesn’t happen again.