Veteran enthusiasts know Toyota’s off-road history, but newer drivers don’t have the same rugged perception of the brand. So when Toyota dropped a new line of high-performance trucks, we revived an arcade classic as a super-charged mobile game and launched it alongside a full scale indoor off-road course at the Chicago Auto Show.
Visitors tore up the physical track, then competed for top ranking on the mobile game. Scores from players around the world were posted to a digital leaderboard for an international competitive experience.
The campaign helped Toyota introduce their legacy of off-road performance to a new generation of enthusiasts and drive order-only demand for TRD Pro models at national dealerships. The Super Off-Road game was also recognized as FWA Site of the Day.