Native advertising comes to VR with new Discovery and Toyota partnership

Discovery and Toyota last week announced a new partnership that will result in “Let’s Go Places: Austin,” a 10-episode virtual reality series that will take viewers around Austin, Texas.

The series marks the first time that Toyota has invested in VR content; for Discovery, it’s a big win for the network’s recently launched Discovery VR.

“Let’s Go Places: Austin” stars Brian Brushwood and Justin Robert Young and takes viewers barefoot waterskiing on Lake Austin and on visits to the Natural Bridge Caverns.

And how do viewers get there? In a Toyota Rav4 Hybrid, of course.

“Toyota is incredibly excited to partner with Discovery to deliver truly ground-breaking, digital content featuring the new RAV4 Hybrid,” said Dionne Colvin-Lovely, Director, Traditional and New Media, Toyota Motor Sales, U.S.A., Inc. “As virtual reality becomes ever so prevalent in the advertising space, it’s a natural fit for Toyota to utilize the technology in ways that allow our fans to explore the world around them with a simple click of a button.”

The series is available across Discovery VR’s platforms, including as well as iOS and Android apps. The 360-degree experience is also available on Discovery Channel’s Facebook page and Discovery Channel and Seeker’s YouTube channels.

You can access the Future of TV hub here.Sign up to receive The Drum's Future of TV newsletter.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.