Creative & Tech

Toyota Introduces Oculus Rift Simulator to Combat Distracted Driving

January 16, 2015

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 interactive experience is the latest introduction to TeenDrive365, Toyota’s most comprehensive teen safety effort to-date. The initiative offers tools, advice and events to help parents be better driving role models for their teens. Since its launch in November 2013, millions of parents and teens have engaged with the program online and in person.

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