WebAR development enables businesses to bring augmented reality to the widest possible audience. Frameworks and tools simplify the process.
Toyota: Tour de Paris
INTERACTIVE AR GAMIFIED EXPERIENCE FOR TOYOTA
Immersive marketing campaign featuring an AR driving challenge navigating Paris landmarks with Toyota’s hero cars
Services: Discovery and Concept Creation
Delivery: Digital Experience and Media Assets for the Campaign
Tech: Web AR, 8th Wall
Industry: Automotive, Sports, Events
Key contributors:
Alex Branitsky
Basak Akman
Joseph Killoran
Anna Kite
Hannah Bartolomea
Norik Imami
ABOUT THE PROJECT
In the lead-up to the Olympic Games in Paris 2024, Toyota North America wanted to foster enthusiasm with an interactive and innovative AR experience. Marketing agency MKTG, in collaboration with Toyota North America, commissioned Rock Paper Reality to bring this innovative project to life.
The mission was clear:
– Capture first-party user data effectively
– Amplify Toyota’s involvement in the Olympic and Paralympic movement
– Showcase hero vehicles for 2024
– Build excitement for the global sporting spectacle
Join the race, try out the experience here: https://rpr.to/demo-toyota-olympics
THE CHALLENGE
RPR’s challenge was to create a captivating gamified AR experience to excite and educate users about Toyota’s mobility solutions, highlighting the unique capabilities of Toyota’s focus vehicles and enhancing the thrill through participation in the sweepstakes for the grand prize—an all-electric bZ4X.
The goal was to attract a younger and more diverse audience while maintaining loyalty among the older generation in the U.S. market. Also, the campaign needed to provide valuable insights into user interactions.
The AR experience would be deployed at four US-based Olympic/Paralympic trial events leading up to Paris, featured on Toyota’s website during the Trials and the Olympics, and advertised through social media channels.
As a digital-first experience, it would be globally accessible through an out-of-home (OOH) campaign, on-site activation via QR code entry points and digital channels for at-home users.
THE SOLUTION
A mobile WebAR experience and multi-level racing game branded the ‘Toyota Tour de Paris’. The AR driving challenge allows users to explore three of Toyota’s iconic cars: the RAV4, Tacoma TRD Pro, and GR Supra, while navigating through famous Paris attractions.
Each level focuses on the features of a specific car, such as off-roading with the Tacoma through dirt pits, fast racing through tight turns with the Supra, and embarking on an adventurous journey with the RAV4.
Users complete each level for the grand finale: the chance to win Toyota’s all-electric bZ4X. The addition of sweepstakes ramps up the excitement and enables effective collection of user engagement data.
By developing this as a WebAR mobile experience compatible with both iPhones and Android devices, we made it accessible to anyone, anywhere, OOH and on-site.
Leveraging RPR’s expertise in AR media marketing, we created a comprehensive suite of campaign assets, including both print and digital collateral, from posters, web banners and digital boards to social media reels, stories and posts.
THE RESULTS
The ‘Toyota Tour de Paris’ experience successfully engaged audiences across multiple platforms. The reception has drawn excitement and engagement from event goers and at-home users with metrics showing impressive average engagement times and frequent interactions with the sweepstakes button.
The AR activation was integrated into a 360 marketing plan to achieve success by maximizing visibility through strategic distribution and ensuring consistent and impactful brand interaction across diverse touchpoints.
Ready to rev your engines? Scan the QR code and join the race!
TALK TO US
If you’re ready to deploy an innovative and interactive AR experience for your brand, we’d love to hear from you. Get in touch today.
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