Dive Brief:

• At the Detroit Auto Show, Toyota debuted a safe driving simulator using virtual reality headset Oculus Rift meant to teach teens safe driving.
• The simulator is part of Toyota's TeenDrive365 initiative and shows how distractions like friends, text messages, and the radio can be dangerous. 
• More than 10,000 people have tried the simulator so far and it will be available to try free of charge at auto shows across the U.S. 

Dive Insight: 

Toyota is one of the newest brands to test out virtual reality technology in a campaign. It's joining the ranks with Mountain Dew, Marriott, and fellow car brand Nissan. Oculus Rift is proving more than just a catchy marketing tactic, it is also an effective way to get people's attention about a serious issue. According to the CDC auto accidents are the leading cause of death in teens. Not only is the campaign good for brand morale, but the simulator is a great way to get people to stop at the booth at auto shows. Oculus Rift continues to show it's the marketing trend to watch this year.