Hasta La Gadget!

Sitting in the backseat of a car while your parents are taking you somewhere can be a bore for a young, energetic child. As a parent, having a jittery son constantly pestering you with questions like “are we there yet?” definitely tests tests your nerves. Toy Toyota, Toyota’s new division that aims at creating innovative projects directed towards families, has worked with Party, a new creative super-group set up by some of Japan’s leading creative artists to develop an interesting iPhone app that allows children to join in on the driving experience.

The “Backseat Driver” uses GPS to let kids follow their “daddy car” in their “my car,” driving along the same path as their parents are in real life. Given the ability to steer left and right, users are awarded points when making correct turns and passing through landmarks and famous sites which appear as little objects on the road. The rarer the landmark, the more points that are rewarded, which can then be converted into unique designs for the car in a “garage.” Users can then share with friends and family their customized car and travel routes via Twitter, showing off the “cool” places that their parents had taken them, including the new candy store down the road.

The video below is an ad launched by Toy Toyota introducing this new app, available for free download on iTunes. It is interesting that the ad uses their Prius, their iconic hybrid vehicle, closely tying into their CSR activities.

Innovative apps like the Backseat Driver prove to be a great way of keeping the kids entertained on a long road trip. Although I’m not particularly sure if children at this age would have a Twitter account, if Toyota believes this young generation to be intact with the SNS trend, this would certainly be a huge marketing opportunity for sites such as Facebook and Twitter. Toyota seems to be heavily invested in CSR activities, evident in their announcement today to create several new in-house schools in the Tohoku region (where the 3/11 disaster struck) to train junior high school students the basics of manufacturing before actually hiring them.

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