VR for the sake of VR is no longer enough to satisfy the demands of this tech-savvy world. The challenge is greater still with the tech industry’s leaders watching closely. This led us to blend technology with the advanced mobility made possible by Prius Prime.

Guests create original virtual art using a custom-engineered, proprietary 3-D design tool. These original creations were then populated into each guest’s VR world in real time, making for a truly personalized experience.

From there our guests were transported directly into an immersive 4-D VR drive set in a compelling narrative – The Impossible Quest - created in collaboration with Syd Mead, the iconic visual futurist behind such legendary films as Blade Runner and Tron. Participants became protagonists as they embarked on the sensory overload drive. In just a few minutes we showed how the Prime could complete a mission and chart a course for a more sustainable

The entrepreneurial spirit of TechCrunch Disrupt celebrates the scrappy innovation of a start-up. To this end, venue restrictions and footprint limitations prevented any sort of full-scale auto show presentation. An added demand called for us to design an installation that could travel well, with a durable construction and ease of set up and break down.

The result was a dual-element design that led guests through an imaginative experience starting with the Creation Station. Styling elements from the Prius Prime were integrated into the design of the installation. And the drive portion of the experience utilized real production pieces from the Prime, including a haptic seat, steering wheel and more to create authentic touch points. At the conclusion of the VR drive, guests were invited to experience a new reality with an intimate tour where they could touch and feel and get inside the all-new Prius Prime.

By presenting the first ever car launch at TechCrunch Disrupt, we positioned the Prius Prime in the same field as the world’s leading tech start-ups.

In addition to the automotive and general press, the experience also attracted the attention of the discerning tech media. All told, more than 70 articles were written about The Impossible Quest with 511 Million earned media impressions, nearly doubling our achievement against the brief.