Introduction to Toyota’s AR Experience
Toyota has recently launched an augmented reality (AR) experience for U.S. automotive buyers excited by the newest model of the Toyota Crown. The carmaker’s "Says So Much" campaign, which kicked off last month, uses digital out-of-home (DOOH) ads that push consumers to the experience with a QR code on the ad. The app-free AR experience was developed in partnership with Yahoo.
How the AR Experience Works
When users scan the QR code, they will see a 3D rendering of the brand new automotive on their phone screens, placed within the context of their immediate surroundings, that are captured by the phone’s camera. They can interact with the virtual automotive by rotating the image, changing the automotive’s color, zooming in, and getting behind the wheel for a test drive.
Why AR Matters in Car Buying
Buying a automotive is an enormous decision that relies heavily on in-person sales interactions. For automakers, augmented reality (AR) can act as a digital bridge, allowing consumers to seek out out more in regards to the product and the way it looks. It’s one thing to see an in depth 3D image in a neutral setting on an internet site. AR goes a step further by allowing users to see the 3D image in the client’s environment. As a result, a buyer doesn’t should imagine what the automotive might appear like of their driveway. They can point their phone on the driveway and see what the automotive looks like in that setting, or some other context.
The Multi-Channel Campaign
In addition to DOOH ads, the Toyota Crown campaign also uses display banners and connected TV pre-roll ads. "Identifying revolutionary ways to bring our digital marketing to life plays an important role in our campaign strategies, especially when introducing this recent sedan," said Angie White, senior manager, media, Toyota Motor North America, in an organization statement.
The Value of AR in Car Marketing
"The Yahoo AR partnership helps drivers discover the Toyota Crown in a meaningful and interactive way," White added. Car shoppers get value from the AR experience by having the ability to closely see the automotive from all angles in a way you’ll be able to’t on an internet site. Tapping the motive force’s side automotive door brings the viewer into the automotive, behind the steering wheel, to seek out out what it’s wish to test drive the automotive. Users can tap on other icons to drag up additional "educational hotspots" that further educate the patron in regards to the Toyota Crown’s features.
Conclusion
Toyota partnered with Yahoo Creative Studios to create the AR experience, which uses the eighth Wall WebAR platform. Toyota is the newest carmaker to make use of a virtual experience for marketing. Last 12 months, Acura had a campaign on Decentraland featuring a virtual showroom and NFT promotion. The use of AR in automotive marketing is becoming increasingly popular, and it’s clear that it provides a singular and interactive way for consumers to experience and find out about recent cars. As technology continues to evolve, we will expect to see much more revolutionary uses of AR within the automotive industry.
