Scion Launches Reinvent the Wheels Campaign

Toyota’s North American division, Scion, announced today it has launched a new marketing campaign. Dubbed “Reinvent the wheels,” it comprises a six episode web-exclusive video series. As part of the campaign, artists will be able to build a car in partnership with a car tuner shop.

Finally, expert judges will select the winner by determining which car has truly reinvented the wheels.

"This unique campaign allows us to showcase the compelling stories of three emerging artists as they transform a car with limited time and resources.  This approach provides a level of engagement not seen before in traditional advertising," said Jack Hollis, vice president, Scion.  "In addition, we're providing a new access point for the creative community to explore, get inspired and to stay connected with the brand."

The cast features contestants selected for their passion, determination and innovative car designs.  The series is hosted by charismatic comedian Angie Greenup, known for her work on E!, Fearnet and Spike TV. Los Angeles tattoo artist ZULU will inspire artists.

Agency partners executing the campaign include global creative agency, ATTIK, who will be promoting the show through a series of broadcast, print and interactive elements.

The campaign is available through a mobile application, online on the Reinvent The Wheels site, through many social networking sites and an embeddable Facebook application. This multi-platform campaign also includes TV, print, billboard and interactive ads promoting the show.