This is definitely an “out-of-the-box” idea. When people usually navigate company’s website from computers or mobile devices, people at Toyota Africa brought the product site on the real life, so its visitors can interact with it, physically, in real time.
The crews then build the website in a 1.8-km cycling track in Johannesburg. The track was fitted with sensors, custom-built mechanisms and WiFi to bring digital content from the site to life. Wooden overhead panels, with a menu bar, showcased the different sections or ‘web pages’ of the site, such as Models, Design, Safety, Interior, and Book a Test Drive. Visitors could navigate the site by tapping wooden buttons along the trail. Information from the site would pop up along the track as the cyclists traveled through different “tabs”. This is the cool feature: the participants were also able to tweet during their ride by tapping on wooden Twitter buttons along the tack. At the end of the track, visitors were able to book a test drive.
This is a great way to engage a target audience that are not naturally surfing websites. Check out this video: