Scion: Take On The Machine

We approached the launch of the new Scion tC as if it were a blockbuster action film, including in-theatre lenticular posters and a 3D cinema teaser. Online, we extended the campaign with additional video chase sequences and developed an intense AR game. The campaign was very well received, garnering various accolades and awards, including FWA Site of the Day, Webby Award nomination, and a Merit award from the 2011 One Show Entertainment Awards.

The “Scion: Take on the Machine” campaign was extended online with an intense competitive AR game. To play, participants used an AR marker designed as a steering wheel to navigate the obstacles in the “machine.” Players could then share their time trial on a Facebook global top 100 ranking.

A 3D cinema spot was created and paired with in-lobby 3D lenticular posters. This perspective-shifting approach was also carried through into the online marketing.

A street team for “Scion: Take on the Machine” visited a variety of music venues to let passers-by view the spot in 3-D and play the AR game live. This created additional social awareness for the game.