Challenge

Establish product awareness for the Scion tC launch. Generate national online buzz through viral growth, increase brand credibility amongst the target audience.

Audience

Individualistic young Scion consumers, savvy connected online users skeptical of “establishment" opinion.

Solution

We conceived "Road Trip", an online experience that hosted a promotion that challenged users to rack up as many virtual miles as possible. Users would customize stylized virtual e-postcards featuring Scion tC branded elements and characters. Cards were sent to as many friends as possible generating viral growth. The geographic mileage between the sender and recipient was calculated using a zip code algorithm, each stage of an ever growing trip was mapped and recorded in an interactive travel log UI.

The Scion tC branded virtual environment engaged 10,000 users at the start of an 8-week period, resulting in 18,000 active users by the last week of promotion.