For the world premiere of the 4th generation Prius, o2 took a dive in the Vegas night sky. “Beyond Possible” launched Toyota’s revamp of the Prius above the Vegas strip and dropped it four stories on to the roof of the Linq Hotel. All the surrounding media surfaces at the hotel and along the strip were utilized for the event. With over 40,000 sq.ft. of LED on the Linq’s rooftop Vortex and along the Las Vegas Boulevard, “Beyond Possible” took over the Vegas strip.
“Beyond Possible” branding extended throughout the space, from dynamic environmental graphics to otherworldly floral displays.
Guests traveled outside for the main event and radio personality Ted Stryker introduced the band Atlas Genius for a live rooftop performance.
Concluding the performance, the Prius ascended 40 feet above the audience. A jaw-dropping feat then ended with the vehicle descending to the stage and being revealed for lifestyle media and car journalists to see up close.