Toyota wants to help people get better at driving.
Toyota released their new “A Glass of Water” app that aims to make drivers up to 10% more efficient by placing a virtual glass of water in their cars. By driving less aggressively, users spill less water and are rewarded for improving their behavior.
It’s a simple, easy-to-grasp concept, but that’s not what makes it interesting really awesome.
First, attaching the program to a mobile device instead of a car allows drivers of any car type to participate. You could even play along if you borrow someone else’s car. Toyota gets to move closer to that top-of-mind position for fuel efficiency, even among non-Toyota drivers. And, the app can be updated with new functionality without the barriers typically imposed by car companies that impede progress.
Second, this app allows Toyota’s marketing team to target and collect tons of useful data on users. By installing the app, users self-identify as being interested in becoming more efficient drivers. Toyata then has users’ phone numbers (which can be reverse-appended to mailing addresses) and data on users’ driving habits (how far, how fast, etc…).
And, if it’s true that most people quit using most apps within 48 hours, this app becomes even more impressive. Use it once and it collects enough data to target future marketing efforts through other media.
As a bonus to all of the functionality and marketing potential with Toyota’s effort, the site’s watercolor illustrations are beautiful.
via: Brandflakes for Breakfast and Thought Gadgets
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