want2Bsquare

Objective

Scion launched want2Bsquare as a pre-release campaign to build anticipation and community buzz for the 2008 xB, a distinctively boxy vehicle. The strategy embraced the car's unconventional angular design as a strength rather than a liability, targeting young, digitally-native audiences through a culturally provocative, entertainment-first approach rather than traditional automotive advertising.

Solution

The campaign centered on want2Bsquare.com, a microsite featuring mini-games developed by Bunchball (a community gaming platform provider), viral video content (including a deliberately shocking cartoon of a stick figure cutting its round face into a square), and a parallel street art exhibition celebrating the square aesthetic. The website served as the hub where gaming, entertainment, and brand messaging converged, allowing players to engage with the brand through gameplay rather than direct product promotion.

Results

Not published.