Hot on the heels of the massive success of last year's Burger King games from Blitz, Toyota has stepped up its assault on the gaming demographic by releasing a free vehicle shooting game on Xbox Live Arcade in North America.
Obviously not afraid to associate its brand with such things, Yaris sees gamers equip their Toyota vehicle with a range of weapons and head into battle.
Speaking to the New York Times, Toyota's corporate manager for marketing communications Kim McCullough stated: People can time shift, they can do all sorts of different things to avoid advertising. That's why we have to move beyond traditional advertising to do things that are really engaging for people.”
There is no word yet on whether Yaris is bound for Europe.