Scion Hosts an Augmented Reality 'Bounty Hunt' - Event Marketer

Scion Hosts an Augmented Reality ‘Bounty Hunt’

DB_Scion_2007 Ex
Brand: SCION TOYOTA
Agency: CUNNING COMMUNICATIONS
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2007

Scion created a six-day, six-city augmented reality game in which six teams of two drove their Scions on a “Bounty Hunt” for a thief and the car he or she had stolen, with the winning team netting a cool $10,000. During the game, teams competed in challenges and searched for clues leading to the missing car.

The event culminated in New York City with teams customizing their Scion xBs at a Manhattan dealership showroom. Celeb customizer Will Castro provided an assist and filmed the effort for his Unique Whips TV show on Speed Channel. Partners included Panasonic, XM Satellite Radio and Pioneer Electronics. A unique microsite (scion.com/bountyhunters), a video voting contest and text messaging components facilitated engagement with the online community. More than 500 people attended events and 13,000 viewed the contest web site for a reality game that went beyond a mere scavenger hunt.

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