Toyota Tour de Paris - WebAR Game

Project Objectives

Toyota North America aimed to captivate a younger, diverse audience while retaining loyalty among existing customers in the U.S. market with an interactive and innovative approach.

The objectives were to amplify Toyota's Olympic involvement, build up anticipation for the worldwide sporting event, showcase the 2024 hero vehicles, and capture first-party user data.

Solution Deployment

We deployed 'Toyota Tour de Paris,' a multi-level WebAR racing game. Users navigate through digital representations of famous Paris attractions with Toyota's focus vehicles: RAV4, Tacoma TRD Pro, and GR Supra.

Each level was designed to demonstrate the unique features of these vehicles, leading to a grand finale - a sweepstakes challenge where users could win Toyota's all-electric bZ4X.

The Results

This WebAR mobile experience attracted a diverse audience, achieving high engagement rates and frequent interactions with the sweepstakes button. The AR activation was effectively integrated into a comprehensive 360 immersive marketing campaign.

Key Features:

• Discovery and concept creation
• Completed WebAR project
• Interactive 3D content
• Engagement-driven sweepstakes challenge
• Multi-channel activation: OOH, on-site QR codes, and digital channels
• First-party data collection
• Print and digital marketing collateral for commercial use

For more info

Visit https://rockpaperreality.com/our-work/toyota-tour-de-paris/ for the full story or email us at hello@rockpaperreality.com to talk about your next immersive campaign.