Backseat Driver is the first digital toy from ToyToyota. It's an iPhone app which allows kids to enjoy driving from the backseat of the car. By using the iPhone's GPS function, the player is able to drive a virtual car, which moves along with the real car that he/she is riding. They can collect actual shops and landmarks, which are generated using the Foursquare API. The player can accrue points, customise their car, and share their drive with friends via Twitter. The 'Backseat Driver' offers the passenger a new way to enjoy driving.

The app provided a new means of connecting driver and passenger (e.g. parents and children) and to bring about the communication between them. By doing so, the app successfully raised awareness of Toyota's brand attitude, which is to contribute the society though mobility and provide fun driving.

In order to encourage the initial installation of the application, we've sent out the press release and also placed a banner ad on the AppStore.At the same time, users generated the buzz by sharing their driving history via SNS (especially via Twitter), and contributed to the further installation of applications which increased the number of users.