Scion Announces New Interactive Competition

LOS ANGELES, May 24 /PRNewswire/ -- Scion today launched a new online competition, Unlock the tC Road Trip, an eight week, interactive and real-world competition that allows players a chance to win the all-new 2011 Scion tC.  The competition is designed to launch the next-generation 2011 tC and give consumers a fun and engaging way to get to know the new sports coupe and Scion culture.  

The game begins on June 1 at www.UnlockthetC.com with daily instant prizes leading to the real-world event where four finalists will be flown to Los Angeles and compete against one another for the chance to win a tC.  Pre-register here.  

The Unlock the tC Road Trip game emphasizes the framework behind the new tC: customization and community.  In the game, each player is empowered to take risks with exciting "side-trips" as they navigate cross country from New York to Miami, with a final destination in Los Angeles.  Encouraging personal expression, players can purchase vehicle upgrades to boost credibility and customize their experience as one would do in real life.  The virtual economy is driven by community – tCoins can be earned by inviting friends to join the game and this is made easy through Facebook Connect integration.  

"Unlock the tC Road Trip game lets us unveil and launch the next-generation tC virtually and in the real-world through an immersive and engaging game," said Jack Hollis, vice president, Scion.  

The next-generation 2011 tC builds on its strong history of personal expression and has everything it needs to take the leadership position in both performance and sophistication.  The second-generation of Scion's most popular model since its debut in 2004, the tC offers more horsepower, more torque and a quicker 0-to-60 over the current generation tC.  The new tC is advanced and refined – it sets the standard for premium among its class with top of the line features such as panoramic moonroof, Pioneer audio system with premium 8-speaker design and 18-inch alloy wheels.  

Each week unlocks a new road trip (8 total) and daily instant-win prizes (140+ total) will be awarded throughout the game's duration.  Leader boards will track player standings. At the end of the online competition, four (4) finalists will be flown to Los Angeles for a VIP event on August 14 to compete in a real-world competition where one (1) winner will receive a 2011 tC.

Agency partners executing the competition include Haley Miranda Group who will be developing the contest and website, social media marketing agency, American Pop, who will be promoting the show with a strategic social media campaign, Beyond Marketing Group, who will be developing the final challenge and event and leading entertainment public relations firm Rogers & Cowan, will promote the game via traditional media relations elements.

Watch the game trailer on Facebook here: http://bit.ly/unlocktrailer  

Unlock the tC Road Trip Disclaimer

NO PURCHASE NECESSARY TO ENTER, PLAY OR WIN the UNLOCK THE tC INSTANT WIN GAME OR THE UNLOCK THE tC ROAD TRIP GAME (EACH, A "PROMOTION" AND COLLECTIVELY, THE "PROMOTIONS"). Both Promotions are open to legal residents of the 48 contiguous US & DC, 18 or older & not a minor in their primary state of residence at the time of entry. Preliminary Registration Period for both Promotions begins 12:00 a.m. PT 5/10/10, ends 11:59 p.m. PT 5/31/10. Game Period for both Promotions begins 12:00 a.m. PT 6/1/10, ends 11:59 p.m. PT 7/26/10. Promotions are void in AK & HI & where prohibited by law. Subject to Official Rules, which available separately for each Promotion at www.unlockthetc.com. Sponsor: Toyota Motor Sales, U.S.A., Inc.   

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 launches the all-new, premium micro-subcompact iQ in early 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.

SOURCE Scion

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