Innovative HTML5 Game From ATTIK for Scion Debuts in The Onion's New iPad Edition

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May 11, 2011, 03:00 ET

SAN FRANCISCO, May 11, 2011 /PRNewswire/ -- Global creative agency ATTIK (www.attik.com) is very proud to announce that its original interactive in-app game developed for Scion has debuted within the new iPad edition of The Onion, America's Finest News Source.

The innovative Scion College Rebate Rally game developed completely in-house at ATTIK is now appearing as an interstitial ad in the June iPad edition of The Onion through Scion's month-long sponsorship program. In the game, players launch cartoon versions of Scion cars at four targets in three increasingly difficult levels. Points are awarded for destroying the level's targets and other items, and for completing levels using fewer Scions.

"Together, with ATTIK and Scion, we were able to create a new kind of entertaining advertising experience," said Michael Greer, CTO at The Onion. "This is a fun, new technology for us and it is always great to collaborate with brands who share an interest in pushing the limits to produce something innovative and exciting."

"We wanted to find a fun, engaging, interactive way to inform Scion's target audience about its new rebate program," said Simon Needham, ATTIK's co-founder and executive creative director. "Although I understand that the iPad's javascript engine is typically a challenge for animation, by using a physics engine and CSS3, our digital creative director Jacob Ford, principal design technologist Paul Hulett, and senior interactive art director Jeff Fang, have produced amazing visuals and interaction for this iPad game. Even though it's built in HTML5, we feel it compares very well to full apps... and technology aside, we are very proud of the creative ideas, approach and strategy on this latest client-driven initiative."

To create the game, Fang and a team of designers produced key animations of the game levels, emphasizing fun and embodying college experiences, while Hulett and his colleagues quantified the animation as real objects for simulation in the Box2D physics engine behind many popular mobile and iPad games. "Display on the iPad was the biggest challenge," Hulett explained. "Typical animation routines didn't run well at all, so I had to go back to the drawing board. Thanks to a tip from the guys at The Onion, I started using the 3D transforms that are available in CSS3. After that, I rebuilt everything piece by piece to optimize the animation."

Continuing, Hulett said, "Our Rebate Rally pushes the boundaries of what's possible in HTML5, and we hope people will take notice. We are big believers in gamification, and feel that this game and our other recent projects demonstrate our leadership in creating ads that are smart, approachable and engaging. With ads moving out of flash containers and into integrated browser experiences, and needing to engage customers more than ever, we are ready to lead the revolution."

"Our College Graduate Rebate Program allows qualifying graduates to get a $1,000 rebate towards the purchase or lease of a new Scion," said Jack Hollis, Vice President Scion. "The Onion is an extremely popular source of entertainment for our target audience, and engaging them with an immersive experience that closely aligns with The Onion's tone and character was very important."

More information on Scion's College Graduate Rebate Program is available at www.scion.com/college.

To access The Onion and its iPad edition, please visit www.theonion.com or download it from the iTunes store here: http://go.attik.com/2a0

About ATTIK

ATTIK (www.attik.com) is a global creative agency focused on developing integrated advertising, digital and branded experiences. Specifically, the agency's expertise in strategic planning, design, advertising, production, client service and research has driven extraordinary success across most consumer product and service categories. Articulating corporate brand strategy and designing creative solutions for advertising, below-the-line and online media, ATTIK ensures target audiences are vitally connected to client brands. For inquiries, please call Ric Peralta ([email protected]) at +1-415-284-2600.

About Scion

Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The brand features three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle and the tC sports coupe. Scion will launch the all-new, premium micro-subcompact iQ in 2011. The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit www.scion.com.

[NOTE TO EDITORS: Please visit this link to view/download high-resolution artwork and a demo video to accompany this story: http://go.attik.com/2a2]

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Simon Needham

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Ric Peralta

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SOURCE ATTIK