The new Scion tC has an unusual marketing campaign: an episodic web-based video game called Unlock the tC Road Trip. The new car model will not be available on the market until this fall, but Toyota hopes that the game will generate buzz with the mid-twenties buyer crowd.
Unlock the tC Road Trip is the key piece of an eight week marketing campaign. In thee game, players have to take cross-country road trips from New York to Miami, with a final destination in Los Angeles. Players can personalize their tC’s along the way, stopping in at dealerships and spending in-game currency called tCoins. tCoins are earned by recruiting friends through routes like Facebook Connect. Each week will bring a different road trip to the game, complete with 140 daily prizes. Throughout the campaign, leaderboards will be tracking player statistics and rankings. At the end of the eight weeks, in the final weeks of July, four finalists will win a trip to Los Angeles to compete against one another for the grand prize of a 2011 tC.
Says Jack Hollis, VP of Scion: “We have to do things, obviously, that are much more innovative — non-traditional.” You can enter to win and play Unlock the tC Road Trip at the official site.