There aren’t any jokers in Scion’s new card game. Called the Scion Surface Experience, it is a new interactive marketing tool that has begun making the rounds of North American auto shows.
Teaming up with its experiential creative agencies agencies JUXT Interactive and George P. Johnson, Scion’s Surface Experience is an immersive digital experience Toyota’s youth-targeted small car brand predicts will bring millions of American consumers to displays during 2012 to explore what JUXT calls the brand’s product, racing and cultural affiliations.
To create the Surface Experience, JUXT teamed up with fine artists from around the world and musicians from Scion’s A/V label to produce a deck of eight unique cards that interact with a touch-based Surface table. When a card is placed on the surface, the table reveals photos, video content, regional sales info, and localized events. When the card is flipped over, it triggers a piece of a song (e.g. beats, bass or vocals). Placing all eight cards on the Surface at the same time plays the full song and allows visitors to remix it, reinforcing the interactive experience in a memorable way. Consumers can also take their cards home and use them to download digital content related to their auto show experience. The Scion Surface Experience is offered in four distinct installations.
“As a brand, Scion has made a huge commitment to support independent artistic expression. We reinforced that commitment by creating an experience that allowed visitors to express their creative sides,” said Steve Hatanaka, Auto Show and Events Manager at Scion. “We’re seeing strangers, family and friends come together, create and share in ways that exemplify Scion’s products and brand promise.”
“The Scion Sx was a blast to design and build. We enjoyed every second of it. We had to pinch ourselves to remind us this is work,” said Jeff Whitney, Creative Director at San Francisco-based JUXT. “More than just cars, Scion is a world of style, art, music, and culture. Our objective was to connect the dots and bring it all together in one place, to dimensionalize the vehicles. We wanted to expose the audience to everything Scion is and give them an unforgettable experience they’d talk about long after they’d left the show. I give props to our clients for challenging us and giving us the opportunity to push the boundaries of auto show engagements together.”
For a video overview of the Scion Surface Experience, click here.