Passo Amida Drive
- Brand
- Toyota
- Year
- 2014
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- [email protected]
Objective
Toyota Marketing Japan needed to keep the TOYOTOWN audience it had built through TV spots engaged in digital as it rolled out a minor update to the Passo hatchback. The fortune-telling game moved that audience onto mobile, tying the brand's model lineup directly into the play mechanic and building in a reason to come back daily.
Solution
The player opens TOYOTOWN's site on their phone and picks the Passo model they like best. That car then runs down a ladder-lottery board, flipping over cards featuring the TOYOTOWN ad characters as it descends, until it lands on a fortune for the day. A DAILY AMIDA mode lets anyone play solo any time; once a week, LIVE! AMIDA turns the same board into a live group race — players are sorted into teams by car color, and after joining they see their team name, how many others are in it, and a countdown to the shared start time. Points earned along the way go toward prize draws themed around the campaign's recurring hot-spring/bath motif.
Results
A single team (Hisui) drew 1,268 entrants for the April 29, 2014 live race.
- 1
The player opens the campaign page in a smartphone browser — nothing to download or install.
- 2
An entry screen offers two modes: DAILY AMIDA, a solo game playable once per day, or LIVE! AMIDA, sign-up for a shared weekly race where all registered players compete at once.
- 3
The player picks a favorite Passo car as their token; in LIVE! AMIDA this also assigns them to a color-coded team, and a confirmation screen shows the team name, current headcount, and race start time, with an option to share it.
- 4
At the scheduled start time, the race begins simultaneously for everyone signed up, and the player returns to the site to watch it play out.
- 5
The chosen car descends the amida ladder, branching at each rung and flipping cards bearing characters from the TOYOTOWN ad universe, while an animated 3D Shizuku-chan appears on screen during the run.
- 6
At the bottom of the ladder, the player receives a fortune for the day, framed as "living like Shizuku-chan."
- 7
Points earned from each play accumulate toward a prize draw themed around Shizuku-chan's love of baths, including trips to hot springs.
- 8
The player returns to play again — daily for a new DAILY AMIDA fortune, or weekly for the next LIVE! AMIDA team race.
