Scion xB Teaser
Sheer boxploitation.

To launch the next generation Scion xB, we created an aggressive, multilayered approach to all things "boxy." The teaser campaign included unbranded wild posts, a cinema spot, over 20 box-inspired viral videos, box-headed street teams handing out very square swag and art exhibits in New York and Los Angeles. These numerous box-centric works, branded only with the "Want2Bsquare.com" URL, invited Scion's young, urban audience to join the box movement online. This massive online environment was comprised of six worlds and packed with multi-player games, viral videos and other discoverable gems.

Users were invited to explore, play, prod, click and, yes, learn more about the new Scion xB. People visiting Want2Bsquare.com were rewarded for their efforts. Each new item they discovered earned them points that could, in turn, be exchanged for real-world Scion swag, like shirts, hats, plasma TVs, and even new xBs. While on the site, users spent an average of 36 minutes immersed in the experience. The Scion community picked up the conversation and spread the local event experience nationally via their blogs, Flickr pages, YouTube uploads, and community forums. Launch Website.