Toyota Trucks, AllGear Digital, and Immersion Neuroscience have joined forces for a first-of-its-kind collaboration, Destination Detours, that bridges the worlds of adventure and science. Part of the new Toyota Adventure Detours campaign, the partners set out to answer the question: Can you measure the feeling of adventure?
The project placed three athletes behind the wheels of three Toyota Trucks for a 36-hour analog-style competition into the unknown—armed with only paper maps, Polaroids, and dirt roads. Using SIXApp, a neuroscience-based app developed by Immersion Neuroscience, biometric data from everyday wearables were translated into real-time measures of emotional engagement and psychological safety.
“The SIXApp uses neuroscience-based algorithms to turn heart rate into two simple scores: Value, how meaningful and engaging an experience is to the brain, and Safety, how calm or stressed the brain is in the moment,” said Dr. Paul Zak, neuroscientist and founder of Immersion Neuroscience. “All three teams had sustained high-value experiences — moments essential for humans to thrive and be happy. When we experience six or more of these key moments per day, we live longer, healthier, and happier lives.”
“Adventure is core to the Toyota Trucks brand, and this project let us illuminate that experience in a whole new way,” said Nicole Ozmai, VP Partnerships at AllGear Digital. “Through neuroscience-backed storytelling, we transformed human emotion into actionable brand insight and proved adventure has transformative power.”
Through technology, storytelling, and science, the Destination Detours campaign shows what makes exploration so powerful.
About AllGear Digital
AllGear Digital delivers award-winning outdoor journalism and gear reviews to an engaged audience of active, outdoors enthusiasts. Our owned and operated publications include GearJunkie, The Inertia, Pack Hacker, and other category-leading media brands. AllGear Digital and AGD+, AllGear Digital’s extended advertising network, have a combined global monthly reach of over 60M, leveraging AGD Studios to tell powerful stories that inspire and engage. Based in Los Angeles, California, AllGear Digital is a diverse-owned media company committed to inclusivity.
About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. for nearly 70 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our nearly 1,500 dealerships.
Toyota directly employs nearly 48,000 people in the U.S. who have contributed to the design, engineering, and assembly of more than 35 million cars and trucks at our 11 manufacturing plants. In 2025, Toyota’s plant in North Carolina began to assemble automotive batteries for electrified vehicles.
About Immersion Neuroscience
Immersion Neuroscience is a scalable neuroscience platform that converts everyday wearable data into real-time insights about what the brain values. Backed by more than 20 years of peer-reviewed research, its algorithms measure and predict emotional engagement and experiential impact via two scores—Value (resonance and engagement) and Safety (stress versus calm). Immersion helps companies quantify, at scale, the real-time emotional impact of experiences, while individuals can measure their own emotional fitness through the SIX app.
