Backseat driver game
Toyota’s own entertainment division ToyToyota has created a GPS based iPhone app called Backseat Driver. The app is actually a game in which users - especially kids - have to steer a virtual car on a road that mirrors what happens on the real road. On the way, little objects need to be picked up to gain points.
Why it matters
This example shows that carmakers are really on top of in-car entertainment too. It’s not all about pleasing the buyer or the driver of a car either – this brand thinks of the (little) passengers too. In fact the in-car experience is increasingly important for car manufacturers who see they now have a great opportunity to really connect with their consumers every time they drive.
Advertising on private vehicles is becoming a widespread phenomenon, with an increasing number of companies in this area appearing all over the country. The Smart Fortwo model is a favourite with them, but also other marques are gaining ground. Some of them, such as Smart Advertising are even offering a low cost car-rental service, featuring a Smart Fortwo with advertising for just 1 euro a day.
The car brand Fiat has developed an interesting initiative to help their Italian consumers. Because higher and higher fuel prices may have put off potential customers from buying a new car, the carmaker is fixing petrol prices at 1 euro per litre for the next 3 years for all new Fiat customers.