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22squared is All Over the Place with ‘Unexpect Everything’ Campaign for Toyota Corolla

Atlanta agency 22squared just launched their “Unexpect Everything” campaign promoting the Corolla for Southeast Toyota, a campaign targeted at millenials that encompasses  broadcast, influencer marketing, social, digital, mobile, search, desktop gaming, experiential and in-dealership components. This includes the really terrible Tyler Ward music video for “Forever Starts Tonight” (featured after the jump), promoting the Toyota Corolla. I guess I didn’t expect that.

Southeast Toyota’s Tumblr is a huge part of the campaign, with most content driving viewers to the site. The Tumblr hosts a wealth of content, including “Corolla art captured by photographer Jack Parker and photos and videos from 15 influencers across Southeast Toyota’s five-state footprint” and seems to be updated regularly.

The most unique element to the “Unexpect Everything” campaign is definitely CorollaCade, the unfortunately named arcade-style virtual reality Corolla simulator developed in conjunction with Fullscreen and Ogeeku. Using Oculus Rift technology, “Ogeeku product designer Jon Brence built the virtual Corolla to specifications and even coded in key car features such as Bluetooth®, back-up camera, LED headlamps and a moonroof.” The homage to classic arcade driving campaigns breaks from tradition by not being about speed and adrenaline — rather it aims to immerse the driver as an accurate representation of what driving the Corolla is like. It seems like a lot of fun. The CorollaCade team may be expanding the project further. Jon Brence from the development team tells Engadget, “We are in talks with the brand [Toyota] to have another cabinet built for showcase to the public and for several events…” You can check out a video of the making of CorollaCade above. It seems like it was a fun project to be a part of.

Credits and the awfulness of Tyler Ward after the jump.

Credits:

Agency: 22squared
Campaign: Unexpect Everything
Date: October 2013
Chief Creative Officer: Scott Sheinberg
Executive Creative Director: John Stapleton
Creative Director: Kevin Botfeld
Associate Creative Director: Mitch Segall
Art Director: Todd Nolley
Photographer: Jack Parker
Production companies: Evolve MediaFullscreen, Royale
 

 

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