WHITE RIVER JUNCTION, Vermont — White River Toyota is giving away a $50 gas gift card in a Facebook contest that builds its social-media presence while underscoring the reliability and dependability of its vehicles.
The dealership posted a photo of a 1997 Toyota Tacoma that visited the service bay for maintenance.
White River Toyota then asked customers to comment on the picture with a guess as to how many miles are on it, with the closest without going over winning the $50 card.
"We allow one guess once per hour, so that helps us get people returning to our Facebook page," Chris Killmer, the dealership's customer-relations manager, told Edmunds.
White River Toyota offers hints after people comment, including: "We've only had one person guess too high so far," and "So far — these are great guesses! Tyler is the closest."
The contest helps the dealership keep its name in front of car buyers, Killmer said.
"It also spreads goodwill," he added.
The contest ends July 31.
Edmunds says: A clever way for a dealership to fuel interest.