Take On The Machine
In 2010, the Scion tC was redesigned for superior performance and handling. We decided to launch the car like a new blockbuster movie. We created a 3-D cinema spot that was paired with in-lobby 3-D lenticular posters. All media drove to an online game where players used a printed AR code like a steering wheel. We produced footage for a choose-your-own adventure video experience. Street teams toured the country showing the 3-D spot and AR game in a truck that fans found by following tweets and facebook posts.
The spot was nominated at the 3-D Creative Arts Awards and the site was recognized as an FWA Site of the Day, a Webby nominee and received a Merit nod from the 2011 One Show Entertainment Awards.