Toyota has rolled out its new kid-focused mobile gaming app called Backseat Driver. The app makes riding in the car a fun experience for kids by allowing them to drive along with their parents. Backseat Driver utilizes the GPS on the phone to create a virtual driving route that mirrors the actual road and integrates real world landmarks into the game. Kids are awarded points for steering the car correctly and collecting objects on the virtual road; the points can then be redeemed for in-game car customizations.
Implications: Brands can create similar apps that raise brand visibility by offering rewards for collecting objects or passing branded landmarks. Toyota’s app gives parents a way to entertain their kids on long drives, and it creates a closer link between parent and child by letting them share the Toyota driving experience together.
Cultural Macrotrend: Hyperlife
Wednesday, 20 July 2011
Posted by Jon Barnard at 10:42