As the official HubWeek festival sponsor, Toyota showcased its innovative hydrogen fuel-cell technology, in a bid to help change the world for the better.

The Toyota section at HubWeek included two 40-foot shipping containers adjacent to each other with an overhead canopy. The container interiors were built out into four 20-foot quadrants, each with their own custom Toyota experience.

Guests registered through a tablet for a test drive of the Toyota Mirai Hydrogen Fuel Cell vehicle, before being accompanied by a Toyota product specialist for the experience.

HubWeek fans could either drive the vehicle or take a ride with other passengers while being guided by Toyota specialists, who would inform them of the latest hydrogen fuel-cell technology. A total of 65 drives were completed.

A play on the Instagrammable Angel Wing mural moments, this selfie activation was a can’t miss. Over 100 images were shared on social media.

A fuel-cell workshop harnessed a DIY experience, by allowing guests to physically assemble a fully functional, small-scale Hydrogen Fuel Cell car kit. Over 300 kits were distributed over the course of the event.

To complement Toyota’s Environmental Challenge 2050 (TEC2050) initiative, a digital gamified Augmented Reality (AR) memory match game was developed exclusively for HubWeek.

The game’s interface allowed guests to see a memory match game board, augmented life-size onto the container wall, at some 20’x 8’ feet high! Giveaways included 600 branded beanie bags and 1,000 wildflower seed cards.