US: Scion's new online 'reality series'
It says the series is designed to give up-and-coming artists a chance to showcase their innovative ideas and build a car that will further their creative craft while 'pushing the boundaries of self-expression'.
Each finalist will be paired with a world-renowned car tuner shop, and the team will be given a budget to bring the artist's vision to a reality. Surprise challenges give the contestants the opportunity to win additional time to put towards customising their car. 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 serve as mentor to the contestants whose mission is to inspire and push these up-and-coming artists to the edge. The judges are luminaries in their respective fields and will provide their professional wisdom to the competition. Finally, each contestant is paired with a team of professional builders to provide the design expertise and assistance necessary to win.
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, and leading entertainment public relations firm Rogers & Cowan will promote the series via strategic media relations and social media 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.
"Reinvent the Wheels" premieres on March 29 at 9 p.m. EDT/ 6 p.m. PDT, exclusively online at www.ReinventtheWheels.com.
Toyota Motor Manufacturing Poland (TMMP) has produced its 5 millionth unit in the Walbrzych plant, Poland, which makes engines and transmissions....
New vehicle sales in Thailand increased by 52% year-on-year in August to 65,724 units, from 43,251 units a year earlier, according to data compiled by Toyota Motor Thailand....
Here's a brief run-down of reports available in our research store that caught our eye over the past week or so......
Fiat has unveiled two new appointments aimed at strengthening emerging markets, as well as its brand and commercial operations....
A senior Toyota Motor executive has said the automaker wants to actively consider marketing electric vehicles in China but provided no details....
Toyota Motor is reported to be in talking with Daimler about supplying parts and technology for hybrid vehicles....
Great Wall Motor will begin trial sales of its pure electric cars in the country next year, its chairman said, adding he expected second half 2010 sales to rise compared with the first....
Toyota plans to sell about 20,000 plug-in Prius hybrids in the US from mid-2012 and will show a battery-powered RAV4 developed with new EV partner Tesla at the Los Angeles motor show in November....
- ANALYSIS - Jaguar takes on Porsche with F-PACE
- Peugeot steps up a gear with new 3008
- Autumn facelift beckons for Citroen's Family hit
- THE WEEK - aftermarket player and new products
- General Motors' platform strategy decoded
- Ford recalls 271,000 F-150s for brake job
- Romanian PM asks Ford for more
- UK engine making for local use surges 51% in April
- Toyota and Uber to collaborate
- Mitsubishi restates profit as president quits