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Adventure Detours - Toyota’s Community-First Campaign Platform
Overview
Toyota is evolving how it connects with consumers, leading with people and the communities and activities they’re part of, then showing the vehicles that support those passions, rather than leading with the vehicles themselves. “Adventure Detours,” focused on adventure seekers, is the first campaign in this new model. We built the digital experience that brings it to life, designed as a flexible, authorable framework rather than a one-off page, and it has already powered a second campaign for a different audience.
The Opportunity
The plan for each community was a long-term 3-5 year plan. That approach can’t run on hard-coded, single-use pages. As the campaign evolves, the page needs to evolve the activations so the experience had to be flexible and authorable, able to reorder content, swap sections, and update easily as the model expands, without rebuilding from scratch each time. The goal was a page that felt like a crafted, story-driven experience while functioning as reusable infrastructure the team could author against going forward.
My Role
I led the design and experience direction, partnering with content, engineering, marketing, and analytics partners to shape the experience in a reusable and flexible system.
The Experience
The page is built as a modular, authorable system. Content sections, manifesto, parallax, and editorial content, alternate across four movements that build the story of the adventure-seeker community, and close with a gradewalk of the trucks featured in the campaign. Because the hierarchy is flexible and the content is authorable, sections can move, swap, and update without engineering a new page each time.
Impact
The framework proved itself almost immediately. The same components were reused to build a Spanish-language World Cup campaign, a different audience and a different story, with a fresh spin on the existing modules. Toyota got a second campaign out of the same foundation, turning a single build into reusable infrastructure rather than a one-off.
• Largest campaign landing page traffic and average time on page in Toyota.com history
• Repeat visits exceeded KPI's
• Traffic to truck model landing pages was 2x traffic from the old trucks family page