Creative Direction

A DIGITAL TOY FOR KIDS, 
ENABLING THEM TO ENJOY DRIVING
FROM THE BACKSEAT.

“Backseat Driver” is the first digital toy from ToyToyota. It is an iPhone app for kids to enjoy driving from the backseat of a car. By using the iPhone's GPS function, players are able to drive a virtual car that moves in sync with the car they are physically riding in. They can collect actual shops and landmarks as items along the journey, which we generated using the Foursquare API. The players can also gain points, customize their cars, and share their drive with friends via Twitter.

http://www.toyota-global.com/company/social/backseat-driver/