How incredibly fun is this site from Toyota of Sweden? They had me at hello. From the very first look at
this cluster of moving scenes, I couldn’t resist rolling around to explore. I
didn’t even click on anything for awhile because I was just mesmerized by the
scenery and sounds.

I like:

• the
  chapter navigation at the bottom that corresponds to each scene.   
• how
  easy it is to return to home base at the end of each module.
• how
  they created a fairy tale atmosphere – a story – that stimulates imagination. I
  can lose myself in this immersive cluster, just as I would in a good book or
  movie. Interaction is not at all forced. It’s purely voluntary.
• the
  humorous and light-hearted chapters, for example “fingertip quality” and “the
  string”. It’s content unrelated to the reveal vehicle, yet content that
  strengthens brand perception.
• how I’m
  projecting Toyota’s meticulously designed and engineered website to their
  vehicles

Nikki Duncan