Toyota and 360i partnered with Brightline Interactive to create a consumer experience that would help curb distracted driving among teens. Toyota wanted a virtual reality experience that could garner attention at America’s auto shows and national events including SXSW. The objective was to deliver an experience that provided a realistic simulation of distracted driving while providing educational insights to the end user. Users were situated inside an actual Toyota vehicle and used both the steering wheel and pedals – which were integrated into the experience with custom sensors – to pilot the 3D environment and manage common audio and visual distractions like passengers, incoming text messages and external hazards. Upon completion of the simulation – which often ended in an accident as a result of a distraction – users filled out a survey to address what they learned and how they plan to adjust their driving behavior.