Scion Revels in Squareness, Launches Virtual Gaming World

By February 28, 2007

Car maker Toyota quietly launched its own virtual gaming world last weekend where viewers can watch movies, play games, and even win points that can be traded in for prizes, all intended to bring a younger and savvier demographic to its latest Scion car design, the xB.

The brand’s creative agency, Attik, created the Web site as a prelaunch for the new car expected later this year. Attik played off the car’s boxy shape and created a “square” universe. Each side of a cube represents a named virtual world with its own theme. Four of the areas are currently available, the other two are still to be developed.

Instead of branding the car throughout the site, the individual worlds have named such as “Wastelands” and “Urban Zoo.” They feature free video games, social networking features and original movies, most of which center around the box theme.

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