Race to the finish
Designing a quick-fire reaction game that put player’s in the driver’s seat.
Client
Toyota
Real Truth
01
/ 03
As a key sponsor of Denver’s Ball Arena, home to Colorado’s NBA and NHL teams, Toyota wanted to get closer to fans.
Turning every game day into a whole experience and letting visitors feel like a professional athlete.
Real Connection
02
/ 03
We created a game of fast reactions that put players in the driver’s seat.
Inspired by BATAK machines, a training game used by athletes to improve reactions, players had to hit five randomly illuminating buttons as fast as they could. Each button hit propelled a virtual Toyota towards a finish line, challenging players to get the fastest time. The whole game was developed and prototyped from the ground up at our UK HQ. And, thanks to our remote tech management, we were even able to refresh the game as the sports season went on. Adding new cars, updating the look for special events, and troubleshooting problems.
Real Results
03
/ 03
"A lot of kids and families have
been stopping by to play
the interactive game and,
overall,
the space looks much
more modern, clean, and bold.
The Toyota branding really
stands out on the concourse.”
Tara Iguidbashian
Account Manager , Kroenke Sports & Entertainment
01
/ 04
02
/ 04
02
/ 04
02
/ 04
