Toyota has created a new marketing campaign for the 2014 Corolla which includes a virtual driving experience by taking a simulated test-drive on a smartphone device.
The campaign is called the "Corolla Touch Drive," according to a company press release.
The automaker said they're targeting "entry-level Millennial buyers" and Baby Boomers with the new simulated test-drive, which debuted on Sept. 5.
"Extensive market research shows that Millennials are looking to take their career to the next level and are looking to buy their first 'real' car to get them there," said Toyota in a statement.
The Corolla's campaign theme is "Elevate" according to the company press release.
Toyota said the racing game will "reward" players for exploring the different features of the 204 Corolla by providing free music downloads.
Toyota, and other automakers, have had trouble getting entry-level car buyers to purchase their vehicles. Studies have shown that Millennials are driving less and getting their licenses at a later age than their parents.
The peak age for vehicle drivers has increased from 35-44 in 2007 to 55-64 in 2011, according to Michael Sivak, a research professor at the University of Michigan Transportation Research Institute.
"The marketing campaign aims to reach the Millennial generation while still appealing to the Baby Boomer audience that has made the model so popular through the years," Toyota said in a press statement.
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