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‘Cubemercial’
Chauls dubbed Toyota’s ad a “cubemercial,” because viewers see visuals as though they are placed on four walls around them with blank space when one turns their head toward the floor and ceiling.
More brands will advertise in upcoming episodes, Andresen said, declining to provide additional details.
To tap potential revenue streams, Gannett’s bet on virtual reality is part of an expansion beyond the declining print business. The company is testing new digital content and ad formats, while making acquisitions in the newspaper business to expand its footprint.
After the premiere, the new show will air at 2 p.m. EDT every Thursday.
Gannett’s first show features three segments with adventure and travel experiences such as the landing of an F18 jet on an aircraft carrier and the annual hot air balloon festival in Albuquerque, N.M.
The show can be accessed through the USA Today app, the USA Today Network’s VR Stories app and on the “VRtually There” YouTube channel, USA Today said. Those who do not have VR headsets can watch the show on mobile devices and desktop computers that can display video in a 360-degree view.
The USA Today app has been downloaded more than 20 million times.
Toyota also is leveraging virtual reality for another campaign with USA Today called “Wish you were here,” which features the Camry.
The series will take viewers on a 360-degree journey to Australia, Estonia, New England and Nova Scotia. The sponsored-content has a landing page on USA Today’s site that features a written account of the adventures as well as photo galleries and Camry ads that take people to a configurator.
GET Creative teamed with Toyota agency Saatchi & Saatchi LA on the campaign.
“The Camry buyers are an aspirational group that is adventurous and likes to experience a lot of things and have dreams of doing a lot of cool and exciting experiences. But oftentimes, they live busy lives and don’t have time to take those adventures,” Andresen said. “We wanted to provide a value to that audience and really enable them to go someplace they may never ever be able to go.”
Vince Bond of Automotive News contributed to this report.
Source: Auto News