Groove Jones had the opportunity to work with our long-time partner, Toyota, to create a stunning WebGL immersive experience that brings the Toyota Crown to life on consumers’ computers and mobile phones.
Through cutting-edge technology, Groove Jones set Toyota apart by producing a website that allows Toyota Dealers to take customers on a virtual tour of the new Toyota Crown.
The website is a microsite created entirely of 3D models of the vehicle, with multiple interactive elements within the site for the user to engage with. Customers and Toyota Dealers can find themselves on the site by scanning QR codes on display across multiple Toyota Dealerships in the United States.
When users enter the WebGL immersive experience, they are met with a prompt to either scroll or swipe, depending on if they are on their mobile device or computer. A silk tarp is delicately draped off, revealing the brand-new 2023 Toyota Crown. Users click the “explore” prompt to begin their virtual tour.
Check Out the Video of the Experience
The virtual tour of the 2023 Toyota Crown begins by allowing users to explore the available customizations – the first customization feature being trim, where users can select from the following:
Platinum
XLE
Limited
Within each trim, there are various color options.
Once the trim is selected, users advance to a new screen where they can choose to tour the exterior, interior, or powertrain. By rotating the vehicle, users can click on the highlighted touchpoints, each of which explains the different features of the 2023 Toyota Crown in detail.
Exterior touchpoints:
- All-Wheel Drive (AWD)
- Toyota Safety Sense 3.0
- Elevated Ride Height
Interior touchpoints (Platinum trim):
- Heated and Ventilated Front Seats
- Heated Rear Seats
- Qi Wireless Charging
- 3” Toyota Audio Multimedia
- Driver-Focused Cockpit
- Six Drive Modes
- Advanced Park
- Panoramic View Monitor
- Digital Key Capability
- Heated Steering Wheel
- 3” Multi-Information Display
Powertrain touchpoints (Platinum trim):
- Direct Shift–6AT transmission
- eAxle rear axle drive unit
- 4L Turbocharged Hybrid Max engine
- Bipolar Nickel-Metal Hydride battery
For user preference, a toggle bar is also available throughout the experience, allowing the car to be transitioned from a street view to a showroom view.
Available on Both Desktop and Mobile
Check out the new Toyota Crown on Toyota.com.
Award Winning Production
2023 Davey Awards – GOLD
Category: Automotive
2023 Vega Digital Awards – PLATINUM
Category: Website & Mobile Sites – Automotive
2023 Vega Digital Awards – PLATINUM
Category: Website & Mobile Sites – Best Use of Emerging Technology
2023 NYX Marcom Awards – GRAND
Category: Website – Automotive
2023 NYX Marcom Awards – GOLD
Category: Website – Green / Eco-Friendly
2023 Hermes Creative Awards – PLATINUM
Category: Electronic Media / Social Media / Interactive Media | Web Creative
2023 Hermes Creative Awards – PLATINUM
Category: Electronic Media / Social Media / Interactive Media / Website Overall
2023 Muse Creative Awards – PLATINUM
Category: Website – Sustainability & Environment
2023 Muse Creative Awards – PLATINUM
Category: Experiential & Immersive – Promotions & Stunts
What is WebGL?
WebGL enables our Groove Jones team to create dynamic ways for users to not only read about something but also interact with it and actively participate in the content. What differentiates this project from most is that the GJ team used only 3D objects to create the micro-site, without relying on vehicle CAD data, thereby leveraging ingenuity to deliver a one-of-a-kind experience to our client, Toyota.
