Toyota South Africa believes its new RAV4 is built for the outdoorsy type, the adventurer. To date, however, the fly in the ointment has been reaching this target consumer-- it's hard to lure him onto your website if he's always out climbing, cycling and hiking. So the car brand teamed up with integrated digital agency Hellocomputer and Draftfcb Johannesburg to create an outdoor website. Their physical version of the RAV4 site was built on a 1.8 km (1.1 mi) cycling track and included interactive elements using infrared sensors, natural materials and hacked appliances (such as a leaf blower). The cyclists' mountain bikes served as cursors and helped them navigate through the trail and they hit panels as they raced through the course. Those who stayed home could experience the activity on their computers through a video filmed from a cyclist's perspective.
Jack Neff on 04.17.2015