Introduction
When the COVID-19 pandemic brought traditional auto shows to a standstill, Toyota faced a critical challenge: how to maintain consumer engagement and generate leads without physical events. In partnership with Czarnowski experiential agency and Immersicom, Toyota pioneered a groundbreaking virtual auto show that not only replicated the excitement of in-person events but enhanced the experience through digital innovation. This case study examines how this virtual pivot delivered exceptional results during unprecedented circumstances.
The Challenge
The team needed to create a virtual auto show experience that would:
- Authentically replicate Czarnowski’s acclaimed live Toyota Auto Show experience
- Showcase Toyota vehicles through engaging interactive elements
- Incorporate product specialist videos to maintain the human connection
- Seamlessly integrate with Toyota.com for further exploration
- Function as a lead generation tool for sales teams
- Guide attendees through different areas of a virtual booth environment
- Support a sweepstakes promotion for a new Toyota Tundra
- Deliver metrics and analytics impossible to capture at physical events
All of this needed to be accomplished during a time when consumers were experiencing widespread digital fatigue from the sudden shift to virtual everything.
The Solution
Immersicom collaborated closely with Czarnowski to transform their physical booth design and digital vehicle models into an immersive online experience. The comprehensive solution included:
Immersive 3D Environment
The virtual show featured photorealistic 3D renderings of Toyota vehicles that attendees could explore from every angle. Immersicom optimized these high-fidelity models for web-based viewing without compromising visual quality.
Interactive Animations
Vehicles were brought to life through interactive animations that highlighted key features, demonstrated functionality, and showcased interior details. Users could trigger these animations through intuitive navigation controls.
- Personal Connection Through Video | To preserve the crucial human element of auto shows, product specialist videos were strategically integrated throughout the experience. These specialists provided the same expert commentary and insights they would deliver at a physical event.
- Seamless Web Integration | The platform featured direct links to Toyota.com, allowing visitors to effortlessly transition from exploration to consideration. This integration created a cohesive journey from initial interest to detailed research.
- Lead Generation Mechanics | The experience incorporated strategic touchpoints for data collection, including registration forms, preference indicators, and digital interaction tracking to identify hot prospects.
- Virtual Booth Navigation | Intuitive wayfinding helped visitors explore different zones of the virtual booth, mimicking the physical layout while adding digital enhancements impossible in a real-world setting.
- Sweepstakes Integration | The platform featured a prominent Toyota Tundra sweepstakes that drove engagement while capturing valuable consumer data.
- Backend Infrastructure | Immersicom handled all software development, web programming, and AWS infrastructure to ensure a smooth, responsive experience regardless of user device or connection quality.
Results and Impact
The virtual Toyota Auto Show exceeded expectations across all metrics:
- Drew over 100,000 visitors within just the first two weeks of launch
- Significantly expanded reach beyond traditional auto show attendees
- Increased engagement time compared to physical booth visits
- Generated qualified leads at a fraction of the cost of physical events
- Collected unprecedented amounts of consumer preference data
- Created a reusable digital asset that could be updated for future models
- Established a blueprint for hybrid physical/digital experiences post-pandemic
Conclusion
Toyota’s virtual auto show experience demonstrated how digital innovation can transform even the most traditionally physical experiences. By embracing the constraints of the pandemic as an opportunity for reinvention, Toyota, Czarnowski, and Immersicom created a virtual showcase that delivered exceptional engagement, expanded reach, and valuable consumer insights. The success of this initiative has informed Toyota’s ongoing digital strategy and established new benchmarks for virtual experiences in the automotive industry.
