Scion GhostGlass is a unique, multi-sensory experience. It allows event guests to explore and interact with the brand and its vehicles throughout the space with a translucent, physical card. Digital content bursts from beneath the glass when a card is placed on one of the five integrated counters.
I’ve just finished (well, not really) an interesting experience on the new Toyota Scion’s website. Little Deviant is a kind creepy fairy tale, mixing cartoons characters and 3D in a urban environment and recreating a sort of adventure game in seven chapters. Every chapter has an advergame in which visitors have to succeed in order to move on to the next part of the story. To tell the truth, I haven’t gone further than the second chapter… in a certain sense I’m not sure how many users will actually spend half an hour on the site (or maybe more) to interact with the goblins, but I also understand I’m probably not in the target audience Toyota wants to reach with this action. This said, the experience is cool and worth giving it a try… also, taking a more “marketing” approach to the site and having read an article yesterday on eMarketer (Kids and Teens Influencing Purchases), I better understand the campaign idea…The target are not the parents, but the kids!
Scion is a new line of vehicles from Toyota will be promoted with an email-based viral advertising campaign developed by Attik. As explained in the press release there is a web site, WanttX featuring four animated episodic shorts entitled “303 Caliber” as well as tC-themed downloadable screensavers, wallpapers, QuickTimes of the campaign’s new cinema/broadcast spots, custom browser tools, comprehensive information on the tC, a dealer locator, a “send to a friend” feature as well as the ability to register on the site to receive email updates. Adrian Si, Scion interactive marketing manager says:” We wanted to generate some buzz about the tC prior to its on-sale date, so we dove head on into this project. Concept to deployment was accomplished in 30 days. Fortunately, we’ve had some great partners on board who were able to develop and launch impactful creative in a very short period of time.”
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