2011 Scion tC | Take On The Machine

Posted on 24. Nov, 2010 by Martin Biela in Digital Campaign

Together with Scion, global creative agency ATTIK began reaching out to young, predominantly male drivers across the U.S. with numerous cross-media marketing initiatives aimed at driving online searches for “the machine,” and building intrigue around the 2011 Scion tC sports coupe.

“In essence, our campaign presents ‘the machine’ as a menacing city, and it invites fans to get behind the wheel of a 2011 Scion tC to take it on,” Needham explained. “Taking cues from Hollywood’s playbook, we began with teaser elements, including promotions across virtually every form of media. With our cinematic ad in theaters and on TV, and with the cross-media ads now inviting fans to visit our campaign website to ‘Take On the Machine,’ we feel we’ve introduced the new tC with the platform it rightly deserves.”

Scion tC “Take On the Machine” from ATTIK on Vimeo.

The TVC AD is driving the customer to the microsite where the user experiences the 2011 Scion.

2011 Scion tC | Take On The Machine from Bad Assembly on Vimeo.

BUT the main highlight is a new kind of online augmented game implemented in the flash microsite. Via marker the driver/user controls the scion in the AR game. Normally Flash AR applications are very limited from a visual point of view. You can use less polygons than in a standalone app, hopefully this will end with the new 3D engine in flash. The Scion app really benefits from the game environment that is not generated from a 3D engine, instead they are using a kind of background movie with implemented 3D elements. Really nice. And in the era of kinect and move motion-controllers, it really fits.

Scion tC “Take On the Machine” Augmented Reality Game Tutorial from ATTIK on Vimeo.

Tags: AR, Scion, Toyota