Project Description

Toyota Arcade: Bringing the FT-1 to Life


Shift public perception through generating exposure for “the new Toyota”

Create an engagement touch-point for NYC-lifestyle media beyond automotive press

Develop an NYIAS kickoff event that could become a new tradition for media and influencers, while making a statement to the rest of the automotive industry


Bring FT-1 to life by shaping an immersive brand experience through virtual racing, custom arcade games and concept car photo opps

Project a hipper image by partnering with brands already popular with millennials (e.g. Sony and Makerbot)

Engage lifestyle media and influencers to amplify on-site buzz by creating social share-worthy moments


100+ influential press in attendance, including Forbes, Maxim and The New York Times

20M+ impressions of Toyota Arcade and FT-1 resulting from 18+ pieces of coverage

80% of coverage had authors wishing the FT-1 would come to production

5.7M overall social impressions of #ToyotaFT1 and Toyota Arcade
Immediate buy-in from Toyota executives on making the Toyota Arcade an annual event at NYIASa

Project Details

Client: Toyota

Tags: Consumer Lifestyle

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