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THRILL RIDES
FOR ALL

Digital - VR & 360 Experiential - Social - Production

It began with the Camry Thrill Ride...

To show off the high-performance redesign of the Toyota Camry, our team went all out for the annual Thrill Ride event - taking visitors on a joyride with professional stunt drivers at the wheel, tearing through a fixed course in a fully stock Toyota Camry. The event was a massive success, thrilling and delighting riders and showcasing the amazing performance of the new design, but each event was only two days in downtown LA, leaving out a world of people interested in the experience. So we cooked up a solution - expand our reach by producing extended 360 video content for key digital markets to bring the excitement to users and show the world what this new model was capable of.
We developed a playful narrative, rigged a Camry for 360 capture & produced a set of novel experiences that conveyed the joy and delight of our riders. We placed first-person and editorial content strategically across partner platforms, social media and digital ad buys, blasting through engagement goals across the board.

Going Bigger with the CH-R R-Tuned

Determined to one-up ourselves, we cooked up plans for the next Thrill Ride Event centered around the wicked C-HR R-Tuned. We geared up a team of amazing stunt drivers with brand new CH-Rs and took to the famous Willow Springs Raceway, ready to tear up the pavement with the legendary Dan Gardner and the CH-R R-tuned.

This time we turned it up a notch, rigging the CH-R R-Tuned to capture every angle inside and out with 360 cameras, spatial audio and an accelerometer. The end result was a modular haptic VR experience that we could equip partners to take on the road to thrill and delight the masses.

Results

Whether they entered the CH-R R-Tuned VR experience in a haptic chair or the seat of a CH-R, users were delighted to tear around the track and feel the rumble of the engine in their chests.

While our event activations were delighting users and supporting our brand marketing goals, our digital marketing strategy around the 360 footage blew past expectations, reinforcing our view that immersion and meaningful emotional connection with a brand leads to strong and lasting market performance.
Reach out to learn more about this project's results
Credits:
Agency: Davis Elen Advertising
Creative Director: Ben Blascoe
Digital Design Director: Simone Bippen
Production Partner (Camry only): Vanishing Point VR

Services:
Digital Strategy | Experiential | Social | Production
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Client:
Toyota
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Sector:
Automotive
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