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our work > Scion Backstage

When launching the new xB and xD, ESI helped Scion turn a dealer training program into an urban marketing event. We invited owners, prospective buyers and retailers to a hip, fun and educational four-hour program in 39 cities across the U.S.

Geared to the young and urban target audience, the Scion Backstage program offered an evening of cool digital and interactive events.

The first-ever use of Augmented Reality at an automotive event first showed the current-generation xB and then used an interactive multimedia program to build, from the ground up, the new xD. A hologramlike image of the vehicle then drove through the crowd.

A performance drive clinic highlighted handling and audio systems. The “Scion Challenge” game tested knowledge of the Scion culture. The “Owner’s Alley” area videotaped guests next to customized Scions; the video was later posted to YouTube. com. An Accessories Clinic featured a Mix-It-Up kiosk that let guests customize their Scion and then print the image on a T-shirt.

The end goal: to educate dealers and consumers about the new Scions and let them see, hear and fully experience the Scion culture firsthand.