SCION
UNLOCK THE tC
ROAD TRIP GAME

SCION UNLOCK THE tC ROAD TRIP GAME

Haley Miranda Group fueled excitement for the launch of Scion’s next-generation tC coupe with a multi-dimensional online game that drew over 60,000 targeted players. The 8-week story-driven journey across the U.S. challenged players with skill-based games, scavenger hunts, and real-world missions. Scion music, art, racing and lifestyle communities were heavily integrated into game play to ensure interaction with the brand culture. Top scoring players were flown to Los Angeles to compete in a live version of the game for a chance to win the new Scion tC.

RESULTS

• 60K+ Unique visitors

• 94%+ Players retained from stage to stage

• 5+ Minutes spent by returning visitors to the site

• ADDY Award Best in Show

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