![]() ![]() There’s no app to download-no slow processing time-just a seamless ability to place a very real car in your very real home using AR and MR. Toyota’s immersive AR experience is the equivalent of allowing a customer to experience virtual reality without the heavy goggles. Most original equipment manufacturers (OEMs)-including those who consider themselves "ahead" in AR-are still using heavy-weight game-engine based experiences in apps to deliver this kind of AR to their customers. Why is Toyota’s immersive AR experience a potential game changer? Customers will also see the most important and relevant standard features called-out as they use the AR, be it AWD, cargo capacity, etc. They can expand and rotate the vehicle to explore each feature in detail and get a very real sense of what owning the vehicle would feel like.Įach virtual vehicle in Toyota’s immersive AR experience includes a different lifestyle experience, built to appeal to a specific buyer. From there, consumers can place the AR vehicle in any environment (in their driveway or garage – or in front of their office) and walk around the vehicle to explore it at any angle. The company believes it will offer a rich digital experience much closer to walking around a real car than any video or imagery could ever provide. Using transformative 3D and AR technology, Toyota’s immersive AR experience will model the exteriors of 10 different car models. It creates a highly engaging online vehicle experience, and highlights Toyota models in a personalized way for each guest,” according to Cynthia Tenhouse, Vice President, Vehicle Marketing and Communications, Toyota Motor North America. “This innovative AR technology allows Toyota to engage with guests like never before. For instance, users can simply click a banner ad on a social media page, and Toyota’s AR experience will launch. Instead, the AR experience will be delivered at scale through digital media. The coolest part is that they’ll do this without requiring users to download a specific app to their mobile device. Toyota’s immersive AR experience will bring virtual vehicles to consumers across the United States so they can experience them up close and person. This latest round of Toyota’s immersive AR experience, however, seems to be a truer use-case for AR for the automotive industry at large. ![]() Readers opened the insert by placing their thumbs on a metallic door sensor, which activated a leather scent, measured their heart rate, and sent data to a monitor that registered heartbeat with LCD and sounds. Before Toyota’s immersive AR experience, Saatchi & Saatchi had created an immersive print ad that allowed readers to experience the “new car smell,” as well as other tech features. Saatchi & Saatchi and Toyota are no strangers to using bold tech in the auto market.
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