Talking Points: Touchscreen brand experience

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Joss Davidge, Business Director of brand experience agency BEcause, is always on the look out for marketing ideas that get people talking. This week he explores two ways that Toyota has used touchscreen technology to excite, inform and attract customers.

Scion Surface Experience

Scion, a marque of Toyota developed for the North American market, recently used Microsoft Surface technology. The Scion Surface Experience claimed to offer “a unique brand experience, presenting product and culture in an unforgettable way”. Using special cards, users could explore features of the car, statistics and play with on screen games or flip the cards over to create a layered music track. This allowed consumers to create their own personalised brand experience, which they could then share with friends and strangers on-site or worldwide via social media.  The touchscreen installation is more than just an information point that demonstrates key brand messages; it is also a way of ensuring that consumers are aware that Scion has its finger firmly on the pulse.

Toyota Vision Wall

This interactive touchscreen wall from Toyota is another great example of how brands can use this technology to allow consumers to immerse themselves in an experience. The 60-square-foot digital touch experience was on display at the Prius stand at the North American International Auto Show in Detroit. Undoubtedly somewhere any automotive company would be keen to stand out. The larger than life interactive surface told three brand stories (Technology, Safety and Lifestyle) and allowed users to connect to local dealers and request further information. Beyond the trade show the Vision Wall has gained quite a lot of media attention and by creating videos such as the one above Toyota has ensured that we are still talking about it 11 months later.

Read more BEcause blog posts. Visit their website, and tweet @becausexm.

Posted: January 6th, 2012 | Author: will.armstrong | Filed under: Talking Points | Tags: BEcause, Joss Davidge, scion surface experience, Talking Points, Toyota vision wall | Leave a Comment »

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