People often turn to a friend for that all-important second opinion when they're about to make a big purchase. But how do you replicate that experience when you're shopping online for a car? Given that Toyota's young, tech-savvy audience is made up of many first-time car buyers, we aimed to make the buying process more social. Thanks to a Google partnership, we created the Corolla Collaborator, which let up to five friends customize the car together via Google+ Hangout. They could even invite a Toyota dealer to the Hangout to answer questions, give pricing information or set up test drives.

Launch the campaign
Published
May 2014
Topics

The Story

People often turn to a friend for that all-important second opinion when they're about to make a big purchase. But how do you replicate that experience when you're shopping online for a car? Given that Toyota's young, tech-savvy audience is made up of many first-time car buyers, we aimed to make the buying process more social. Thanks to a Google partnership, we created the Corolla Collaborator, which let up to five friends customize the car together via Google+ Hangout. They could even invite a Toyota dealer to the Hangout to answer questions, give pricing information or set up test drives.

We used WebGL to create a 360-degree 3D viewer, and users could check out the interior of the car simply by turning their heads left and right. Using Google Street View, they could enter start and end coordinates to take a virtual test drive.

The Technology

The Results

The Collaborator has been covered by numerous press outlets, including the New York Times and Fast Company. The Collaborator was given a prominent role at Google’s 2013 I/O Conference, and Google even used it to launch a new social advertising platform. The Collaborator has helped define Toyota as an automaker on the leading edge of technology in the eyes of the important millennial segment. And based on its success, Toyota plans to extend the Collaborator to its entire line of vehicles in coming months.

18.5K

Sessions started

17.6K

Unique visitors

5:56

Minutes per average session

Launch Date May 14, 2013