Category: Scion

Scion needed a new site to showcase their upcoming vehicles and focus more on generating dealer leads. We tackled the project with a “three clicks away” philosophy that shaped the UX and design. The final site leveraged their bold campaign imagery, was easily scalable, loaded quickly, and vastly improved users’ brand experience.

Take on the Machine

We approached the launch of the Scion tC as if it were a 3-D film, including in-theatre lenticular posters and a 3-D cinema teaser. Online, we extended the campaign with additional video chase sequences and developed an intense augmented reality game. For the game, players used an AR marker designed as a steering wheel to navigate the obstacles in the “machine.” A TotM street-team van even drove around to let passers-by view the spot in 3-D and play the AR game live. The site won FWA’s Site of the Day and was named in AdAge’s Best Ads. It also picked up a Merit for best gaming site in the One Show 2011 Entertainment Awards.