The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

July 18, 2011 | 1 min read

Toyota’s app development arm, ToyToyota, has launched a new app aimed at child passengers.

Backseat Driver, which is the first product introduced by ToyToyota, is an iPhone application which children to enjoy driving from the back seat of their car.

The player controlling ‘My Car’ follows ‘Papa Car’, whose moves mirror the route of the real car in which the player is riding by using the iPhone's GPS functionality.

By steering My Car left and right to follow Papa Car's path and pick up objects, the player can score points. The route taken will be saved automatically so that players can look over it.

Points can be used to customize the car with the player’s own designs. The car designs and the saved route you took can be shared via Twitter.