Toyota's AR Experience: Rav4 for 4

Toyota's AR app blends Rav4 education with interactive basketball game


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Toyota, in collaboration with the BIG3 basketball league, partnered with Gravity Jack to create the Rav4 for 4 mobile app, aimed at promoting the launch of the new Rav4 SUV. Unveiled during halftime at BIG3 games, the app utilized augmented reality (AR) to deliver a blend of consumer education about the Rav4 and an engaging basketball-themed gaming experience.

The concept involved equipping users with iPads to explore both the exterior and interior of the Rav4. By scanning AR markers placed on the vehicle, users unlocked exclusive content showcasing the SUV's features in an interactive way. This educational phase was designed to immerse users in the capabilities and innovations of the Rav4 before moving on to the entertainment segment.

Following the exploration phase, users could access a mini basketball game within the AR environment. This game, branded with Toyota and BIG3 logos, challenged users to score as many 4-pointers as possible within a set timeframe. This gamification aspect not only entertained users but also celebrated the Rav4's launch with an interactive twist that resonated well with sports enthusiasts attending BIG3 events.

Gravity Jack's approach ensured that the app seamlessly integrated AR technology to enhance user engagement and brand interaction. By strategically placing AR markers throughout the vehicle, the app effectively merged physical and digital worlds, providing a unique and memorable experience for attendees. Throughout the development process, Gravity Jack collaborated closely with NCOMPASS, the marketing agency overseeing the project, to align the app's functionalities with Toyota and BIG3's marketing objectives. This involved detailed planning stages, including user story development, wireframing, UI design, and rigorous quality assurance testing to ensure a flawless user experience.

The launch strategy involved packaging the app for iOS devices, leveraging Gravity Jack's expertise in AR, game development, and object detection. This comprehensive approach enabled Toyota to showcase the Rav4 in a dynamic and innovative manner, enhancing brand visibility and engagement during the high-energy atmosphere of BIG3 games.

Ultimately, Rav4 for 4 exemplified the versatility of AR technology in creating immersive brand experiences. By combining educational content with interactive gameplay, the app effectively promoted the Rav4's features while fostering a deeper connection with consumers in a live event setting. This innovative use of AR underscored Toyota's commitment to leveraging cutting-edge technology to captivate audiences and drive excitement around their latest vehicle release.

Rrahul Sethi
July 1, 2024
5 min read