Toyota Instagram AR-Story Filter

The story

The suitcases are packed – Team Toyota is on its way to Tokyo and invites fans to take part in an exciting journey through different themed worlds.

The dark blue suitcase is the leitmotif of the campaign. But what’s inside?

#KofferChallenge

What do the athletes in Team Toyota pack in their suitcases? First and foremost, of course, their sporting props.

In the #KofferChallenge, the players try to catch as many falling elements as possible with their suitcases. The sports objects, such as a pair of skates or a volleyball, represent one of the Team Toyota athletes and reappear in other parts of the campaign.

With the help of learned forms of control, such as moving the head back and forth, the gamification requires hardly any instruction and the users can get started without any prior knowledge.

Low-threshold brand encounter

Instagram filters enable a low-threshold interaction with the brand without imposing themselves.

To integrate the filter holistically into the overall concept, the game environment is based on the virtual 3D themed world of the Toyota website. The inclusive approach of the Paralympic sports spirit is also reflected in the details of the game.

Making of