The ‘Outdoor Website’ Transforms Online Sites into Physical
Alexander Lam — August 2, 2013 — Autos
References: rav4.co.za & ibelieveinadv
In an effort to promote Rav4 to active millennials, Toyota commissioned the ‘Outdoor Website’ campaign. Since people with active lifestyles don’t spend a lot of time online, the automobile brand wanted to reach them in the real world. As a result, ad agency Hellocomputer & Draftfcb took the Rav4 website and turned it into a physical experience.
The Outdoor Website was constructed along a bike path so that trail bikers could use their bicycles as a cursor. As they went along the path, they could hit panels and choose options. After pressing a button, bikers could experience their choice further up the trail. Infrared sensors tracked bikers and mechanical displays imitated the functions of a website.
Hellocomputer & Draftfcb designed the offline website to mimic the online one. Users could ride through categories such as ‘models,’ ‘safety,’ ‘design’ and ‘interior.’
The Outdoor Website was constructed along a bike path so that trail bikers could use their bicycles as a cursor. As they went along the path, they could hit panels and choose options. After pressing a button, bikers could experience their choice further up the trail. Infrared sensors tracked bikers and mechanical displays imitated the functions of a website.
Hellocomputer & Draftfcb designed the offline website to mimic the online one. Users could ride through categories such as ‘models,’ ‘safety,’ ‘design’ and ‘interior.’
Trend Themes
1. Offline Experiential Marketing - Creating physical experiences that mirror online interactions to engage consumers offline.
2. Active Lifestyle Marketing - Targeting consumers with active lifestyles through innovative marketing strategies.
3. Interactive Outdoor Advertising - Utilizing outdoor spaces and technology to engage and interact with consumers in unique ways.
Industry Implications
1. Automotive - Opportunity for automotive brands to leverage offline experiences to connect with active millennials.
2. Advertising - Incorporating interactive outdoor advertising methods to create memorable brand experiences.
3. Technology - Developing innovative technological solutions for creating interactive offline experiences.
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