Scion tC AR Game Wins FWA Site of the Day Take on the Machine

On November 23, 2010, ATTIK was recognized as the Favorite Website Awards’ Site of the Day. At scion.com/takeonthemachine/ar, we created an Augmented Reality (AR) driving game for the 2011 Scion tC Take on the Machine Campaign. Traditionally, AR integrates computer-generated animations with the real world, but in this instance the opposite applied. ATTIK took AR to a new level by immersing gamers in a futuristic CG environment straight from their personal computer. Using a marker from tC print spreads, players could virtually place their hands on the steering wheel of a 2011 tC and navigate around obstacles in a high-speed race for the fastest time. The site tracked and assigned bragging rights to the top 100 players.

The AR experience placed gamers in the same environment that the tC faced in a 3-D cinema spot, which presented the tC as the star of a big budget action picture. This dramatic, cinematic approach highlighted the tC’s improved performance and handling. Click here to go to the official FWA page. Click here to see the site featured on Creativity. Click here to Take on the Machine for yourself.