Toyota wanted to talk to the right people about the new RAV4 in South Africa, so after identifying them as the outdoor types (who wouldn’t be likely to spend time clicking through cars online) the marque devised an offline website experience.
A 1.8 km cycling track was created, it took riders on a journey through the website with interactive features allowing them to experience the websites functionality and information whist peddling on two wheels – as the video states “cyclists could use their mountain bike as a cursor”. We particularly like the refresh function…
For people not able to experience the track first hand, Toyota also created an online version bringing the game element into website exploration both online and off.