The All New 2011 Scion tC ATTIK Launches Another Blockbuster.

ATTIK was tasked with the launch of Scion’s 2011 tC. The new model has increased horsepower and improved handling. The campaign required a strong performance message that stood out from traditional work in the category. ATTIK chose to market the tC in the same way a film studio would promote a summer blockbuster. ATTIK developed a fully integrated campaign entitled ‘Take on the Machine.’ The pre-launch phase featured print, outdoor, banner ads and a high-intensity :15 teaser spot that built intrigue and anticipation by showing mere glimpses of the new model.

All media drove users to search “The Machine” where a search term buy delivered a teaser microsite, TakeOnTheMachine.com, that looked like a new movie site. The launch campaign featured a :60 2-D and 3-D cinema spot that was paired with 3-D lenticular posters in cinema lobbies. A round of print, OOH and banner ads helped drive users back to TakeOnTheMachine.com to see new, unlocked content. We developed a Choose Your Own Adventure experience featuring alternate scenes from the :60 spot and an online augmented reality driving game where users held an AR code like a steering wheel to maneuver a virtual tC through the “machine”.