These days, automaker websites allow you to build a virtual version of the exact car you want all from the comfort of your desk chair. But if your outdoors-focused target audience is too busy enjoying sunshine to spend time on your site, how do you get them interested in your product? If you're Toyota, you bring the website experience into their world. This video from Toyota South Africa shows how the Japanese automaker recreated the website at an outdoor cycling track to promote the 2013 Toyota RAV4.
Toyota placed stations made to look like specific pages on the RAV4 website around the 1.8-km cycling park. The props didn't just look like the website — they were designed to operate in the same way, with systems of gears and pulleys actuating buttons and menus. The crafty, Rube Goldberg-like devices add a theatrical element that would impress any stagecraft buff. As the cyclists rode through the course, they triggered infrared sensors that highlighted the portion of the site they were seeing. Those sections included Models, Safety, Interior, Design, and "Book a Test Drive," and were all modeled after their digital counterparts. The cyclists navigated each section by hitting one of two buttons with their hand, which would then load the chosen info at the next station. Participants could also hit buttons to tweet about their experience along the way.
The event looks like a fun way to get potential customers to explore a vehicle they might otherwise not get a chance to examine online. While navigating a real-life website on a bike sounds entertaining, it's unclear how much info the cyclists retained while also focusing on the trail ahead.
Source: Toyota South Africa via YouTube