At the Detroit Auto Show this week, 360i client Toyota launched an immersive distracted driving simulator featuring Oculus Rift, marking the first time the virtual reality technology has been used to educate the public about the dangers of distracted driving.
Parents and teens were invited to take a seat in a stationary Toyota vehicle, put on an Oculus Rift headset and instantly be transported into a virtual world that reflects being behind the wheel of a car. Participants were instructed to drive through busy city streets using an actual real world steering wheel and pedals, and they were challenged to stay focused and drive safely while experiencing common distractions, such as a car full of friends, loud traffic and radio sounds, and incoming text messages. If they lost focus, and drivers experienced the consequences of driving distracted, all in a virtual setting.
The Toyota TeenDrive365 distracted driving simulator was developed by 360i and Brightline Interactive in partnership with Toyota, and will be on tour at major auto shows around the country.
Read more over at Advertising Age.
Cover photo via The Verge
