Our Ad of the Week is a user-expandable billboard with an engaging driving game that gets you all revved up about the 2013 Toyota Camry.
Toyota wants you to know that its 2013 Camry is fun to drive. Well, it’s an absolute blast in the recent billboard ad on Yahoo.com, which featured an addictive video game that let you steer a tiny rich-media Camry through an obstacle course across the top of the page. After a few games, it’s just a short jump to view pages filled with info about the new “darned fast and fueled by fun” Camry, led by a new 268-horsepower model. Talk about engaging. Before you know it, you’re building your own Camry at Toyota’s website.
Here’s how it worked.
If it was the test driver’s first time at the track that day, a frequency-capped auto intro showed a Camry zipping around the 970x250 billboard canvas above the live page content. The user is then invited to play the driving game. Opt out, and the billboard disappears and brings the live page content back up. Opt in, and the game is on.
After a brief intro explaining the rules, it’s time to crank that virtual Camry into action and weave your way through the obstacle course lined with treacherous orange cones. Complete the course without pulverizing too many cones and you’re invited to check out the real Camry.
The branded Explore button takes you to the official site for the 2013 Camry and Camry hybrid, where you can go in-depth on all the features and custom-build your own Camry model.
The Toyota Camry homepage billboard isn’t just an ad you watch. It’s a fun, fast-paced experience that invites the user to jump into the virtual driver’s seat and become a believer.
---Thomas T. Lady