Cargo Carnival
View the case- Brand
- Toyota
- Year
- 2014
- Objective
- Product Launch
- Industry
- Automotive
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- Fake-Up
Objective
Toyota had spent millions on a Super Bowl XLVIII spot pairing the new Highlander with the Muppets, and wanted that moment to keep working after the game ended. Placing the follow-up inside Apple's iAd network let the brand claim a large share of voice on the one day mobile ad usage reliably spiked, and turn Muppets recognition into something players actually did with the car rather than just watched.
Solution
A banner reading "Room for your stuff. No room for boring. Play Highlander's cargo carnival" opens onto a branded page built around the Highlander and its Muppet passengers. From there, players run through three short levels using nothing but taps and swipes: first firing a cannon to launch Muppets into the car's cargo hold, then a whack-a-mole-style round, then a timed round where tapping blocks incoming hits. The same page holds the campaign's videos and photos, including the full 60-second Super Bowl spot, for anyone who wants to watch before or after playing. Once the third level ends, a results screen shows the player's score alongside two options: replay the carnival, or tap "Build yours" to jump straight into Toyota's mobile Highlander configurator.
- 1
An animated iAd banner reads "Room for your stuff. No room for boring. Play Highlander's cargo carnival," inviting the player to tap in.
- 2
The tap opens a full-screen branded hub showing the Highlander and the Muppets, from which the player launches the game.
- 3
The player moves through three short carnival-themed levels, each a distinct single-gesture mechanic with no on-screen instructions: a cargo-cannon level where the player shoots Muppets into the Highlander's trunk, a whack-a-mole level where the player taps targets as they appear, and a tap-to-block level where the player times taps to stop what's happening on screen.
- 4
After the third level, a results screen shows the player's score alongside two options: "Replay" to play again or "Build yours" to move on to the car.
- 5
"Build yours" sends the player to Toyota's mobile site, which lists the Highlander's specs and compares trim levels.
- 6
Without playing, the player can browse campaign videos and photos of the Muppets on the same iAd page, including the full 60-second Super Bowl spot "Joyride."
