Toyota has been working with its Asian-American agency, interTrend, to create a mobile campaign for the Corolla using augmented reality and QR codes, based on Hatsune Miku, a computer-generated pop star.
This campaign is designed to feature the car, but to introduce the virtual singer to the American marketplace. Beyond sponsoring a concert by Hatsune Miku in the United States, Toyota has also created a QR code-based mobile program that offers users an augmented reality experience that will encourage users to visit the social media properties and website for the Corolla.
Toyota Motor Sales USA senior digital marketing manager, Michael Nelson, said that the auto manufacturer wanted to broaden the interactions that it has with consumers regarding the featured vehicle’s 2012 model. He also said that they “wanted to be able to connect the real, traditional world with Toyota’s digital world.”
To accomplish that goal, Toyota has had the ToyoTag created. This was done with the assistance of a QR code vendor which was able to form the branded mobile barcode. An augmented reality technology company was also included in the effort, to provide the tech-savvy younger demographic with an appealing and engaging experience.
Beyond the attraction that Hatsune Miku has to actual fans, the purpose of the mobile campaign was to make it possible for the experience to be shared. Along with the Hatsune Miku concert which occurred on September 16, 2011, in California, the augmented reality experience connected to the virtual pop icon has also been launched by Toyota.
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