Distracted scooting? Even Bird and Lime users text on the road
. The car cabin included the presence of a device as a potential distraction. From 2015 to 2017, the simulator was periodically installed at fairs, festivals and brand activations.
“What we started seeing in 2017 was people were treating it like a video game,” Luckey recalled. “People were treating it as, ‘.’ Distracted driving is not something we want you to get better at; we want you to stop.” Now the company’s virtual reality videos are immersive experiences without any driving hardware, that move the viewer through a landscape, but with a lecture-like narrative voiceover punctuated with striking facts. For example, reading a simple text message takes five seconds, but that five seconds equals movement across 100 yards of road. You might as well drive a football field blindfolded. Then people who’ve lost loved ones appear to tell their stories in first person.
Will it work? AT&T is certainly betting it will, investing in its glossy productions. Beyond its immersive content, it recently produced anThe company’s retention of renowned filmmakers dates back to the It Can Wait campaign’s 2012 inception when Werner Herzog was hired to personify the painful human losses of texting and driving. Herzog released his mini-documentary in 2013 to much public discussion.
Luckey declined to specify how much AT&T had spent on the It Can Wait campaign, which started as an internal AT&T employee pledge not to text and drive and eventually was spun out to a broad public campaign and formally launched seven years ago. “We don’t release those numbers but I can tell you it’s pretty significant," he said."It’s been sustained since 2012.
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