ta launches an AR experience to support the 2023 Crown //

Toyota launched an AR experience to help American car buyers who are interested in the Toyota Crown’s latest model. The “Says So Much”, campaign by Toyota, launched last month. It uses digital out-of home (DOOH), ads to push consumers to the AR experience using a QR code in the ad. Yahoo partnered to create the app-free AR experience.

Users can scan the QR code to see a 3D rendering on their phones of the new car. It is placed in the context and captured by their phone’s camera. You can interact with the virtual vehicle by zooming in, rotating it, changing its color, zooming out, and taking a test drive.

Why do we care? Car buying is a major decision that relies heavily on personal sales interactions. Augmented reality (AR), which allows consumers to learn more about the product, and its appearance, can be a bridge for automakers.

It is one thing to view a 3D image in neutral settings on a website. AR allows users to view the 3D image in their environment. A buyer does not have to imagine the car in their yard. A buyer can simply point their smartphone at the driveway to see the car in this setting or another context.

Deeper: Why AR and VR are important: A guide for marketers

Multi-channel campaign. The Toyota Crown campaign uses DOOH ads as well as display banners and pre-roll TV ads.

Angie White, senior media manager at Toyota Motor North America stated that “Identifying innovative methods to bring our digital marketing alive plays a crucial part in our campaign strategies,” in a statement.

The value of AR. White said that the partnership with Yahoo AR helps drivers find the Toyota Crown in an interactive and meaningful way.

AR gives car shoppers the opportunity to see the car from every angle. This is a benefit that can be compared with a website.

To test drive the car, the viewer can tap on the driver’s side door. To learn more about the Toyota Crown’s features, users can tap on additional icons.

To create the AR experience, Toyota partnered up with Yahoo Creative Studios. It uses the 8th Wall WebAR platform. Toyota is the latest automaker to adopt virtual experiences for marketing. Acura’s Decentraland campaign featured a virtual showroom, and NFT promotion.

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