Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Toyota: ToyToyota - Backseat Driver

Published on .

Tokyo/N.Y.-based creative shop Party just launched this new mobile game/app that makes riding in a Toyota extra fun for kids, but letting them in on the driving action. "Backseat Driver," created out of the brand's newly minted ToyToyota division, utilizes the iPhone's GPS to create a fantasy driving route for kids that mirrors what's happening on the real life road. Kids man their own vehicle that follows the path of the "Papa Car" and scores points by picking up objects encountered along the way (virtually, and in the real world). Players can save their routes to relive the fun, and as they rack up points they'll be able to customize their wheels. The ride, and the designs, can also be shared over Twitter.

Most Popular