Connect Fans to Toyota GR Performance Through Interactive Racing Experiences
Turn event booth traffic into high-energy, measurable engagement—connecting fans directly to Toyota’s GR performance lineup.
Proven Engagement Performance
Average engagement per driver — active participants spend 20 minutes behind the wheel and 18 minutes in the booth before and after driving.
Average dwell time for friends and family — watching, cheering, and generating organic crowd formation around the booth.
Average dwell time for non-participants observing the experience — creating sustained crowd presence without ever taking a seat.
Demand Exceeds Capacity
176 booked participants using a 2-simulator activation footprint on a limited schedule. 219+ attendees turned away in a single day. Continuous crowd formation driven by live competition and leaderboard-driven engagement.
Data Capture Multiplier
The ACO typically collected 40-80 datasheet signups per event weekend before our simulator program. After integration, that number jumped to over 500 at the activation — a 6-12x increase in qualified lead capture.
Activation In Action
Audience
Profile
Of participants under 24 attend with adults 34+ — creating multi-generational buying influence in a single interaction.
Strong participation from younger demographics — directly aligned with Toyota GR’s target enthusiast audience.
Built for Toyota GR
GR Performance Identity
Activates Toyota GR performance identity through competition. Participants drive digitally recreated GR86 Cup cars on motorsport-grade simulators — an authentic connection to Toyota’s racing program.
“Race the GR86 Cup car.”
Grassroots Racing Audience
Engages a younger, enthusiast-driven audience — from sim racers discovering Toyota GR for the first time to lifelong motorsport fans looking for their next car.
Fun. Accessible. Performance-focused.
Energetic, Accessible Performance
Reinforces Toyota as fun, accessible, and performance-focused. Every session connects fans to the energy, speed, and competition that define the GR brand.
Seamless Integration
DRS manages all aspects of activation — transport & logistics, installation & teardown, staffing & live operation, booking systems & queue management, data capture & engagement tracking. Your team focuses on brand experience — we handle everything else.
Scalable Impact for Toyota GR
High-quality driver engagements per event with 4 simulators and 15-minute sessions.
One driver engagement generates multiple layers of audience interaction.
Let’s Build Toyota’s Most Engaging Event Activation
We welcome the opportunity to support Toyota’s 2026 event and GR performance marketing initiatives.