Scion - Take on the Machine

Objective

Scion launched an integrated marketing campaign to promote the all-new 2011 tC sports coupe to young drivers in the U.S., targeting a predominantly male audience. The goal was to create brand awareness and engagement through an innovative augmented reality experience combined with multi-channel media coverage including cinema, print, online, and out-of-home advertising.

Solution

Scion created an augmented reality racing game at TakeOnTheMachine.com where players held a printed marker like a steering wheel to drive a virtual car around obstacles—the first commercial game to use AR markers as a motion control interface. Players competed for the fastest times against Facebook friends and a global leaderboard. The campaign spanned multiple touchpoints: 3D cinema ads and lenticular theater posters for Resident Evil: Afterlife screenings (reaching hundreds of thousands of moviegoers), print and online media placements, and 24 billboards across U.S. cities. Creative agency ATTIK partnered with North Kingdom for design, Filterfilm for 3D graphics, and Dataduktus for backend development. The contest ran from August 2010 through April 25, 2011.

Results

The campaign earned FWA 'Site of the Day' recognition, marking ATTIK and Scion's fourth FWA award from their partnership. The interactive experience was noted for unprecedented technical achievement in AR graphics quality and gameplay mechanics. Specific engagement metrics, participant numbers, and sales impact were not publicly disclosed.