Toyota Matrix Integrated
Interactive, Social Media, New Media, Print and More
To launch the new Toyota Matrix to a youth market, we created an immersive Alternate Reality Game. In the game users can prank their friends by choosing a character to virtually follow them for a week. The campaign is featured in the 2009 D&AD annual, it shortlisted at Cannes, and won an Integrated Belding.

Experience site

Users signed up their friends for the game, chose a character, and custom tailored the details of the prank.

Video content

Videos of the different characters were uploaded to sites like YouTube to drive traffic to the game.


We ran print ads without Toyota branding in order to peak interest in the characters.