Toyota knows that long car trips can be boring for kids—and grueling for their parents. That’s why it released Backseat Driver, the first digital toy from the company's toy brand, ToyToyota. The free iOS app lets little backseat passengers digitally drive the route of the real car. Along the way, players can collect objects to earn points, which they can cash in to customize their car.

Launch the campaign
Published
April 2014
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The Story

Toyota knows that long car trips can be boring for kids—and grueling for their parents. That’s why it released Backseat Driver, the first digital toy from the company's toy brand, ToyToyota. The free iOS app lets little backseat passengers digitally drive the route of the real car. Along the way, players can collect objects to earn points, which they can cash in to customize their car.

To make the objects in the game relevant to the player's current location, Toyota used the Foursquare API. The app, available on iOS, animates the car's actual route using the mobile device's GPS. Once the player completes the route, he or she can share the route with friends on Twitter.

The Technology

  •  

    Mobile

    iOS

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    Social

    Foursquare

    Twitter

The Results

So far, the app has been downloaded more than 100K times.

10

Awards including the Cannes Lions Gold

8K

Downloads within the first four days of launch

100K

Total downloads

Launch Date July 9, 2011