Contestants Are Here To Reinvent Scion's Wheels, Not Make Friends Page 2

April 1, 2010

Teaser image for Scion's 'Reinvent the Wheels' campaign

And Scion employees, if you're reading: we will not hold this against you. At the New York Auto Show we've fawned over the new Scion iQ and the revamped Scion tC.  We know you're better than this.

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Scion Offers Young Creatives Their Big Break in 'Reinvent The Wheels' Online Episodic Reality Series, Developed, Produced, Supported by Global Creative Agency ATTIK

HOLLYWOOD, Calif. and SAN FRANCISCO, March 30 /PRNewswire/ -- Global creative agency ATTIK ( and Scion are very proud to announce yesterday's debut of "Reinvent The Wheels," a six episode web-exclusive video series. This 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.

Having recently cast its six initial contestants, who will compete head-to-head for a shot at fame, cash and prizes, including a brand new Scion, the series began production in Los Angeles last month and premiered last evening at 9 p.m. EDT, 6 p.m. PDT, exclusively online at, or embedded on virtually any site through use of its widget. To support the digital generation, the series and its campaign elements are also available via a mobile application, via many social networking sites and an embeddable Facebook application.

Last night's premiere episode is available at New episodes premiere on Mondays at 9 p.m. EDT, 6 p.m. PDT.

"The primary goal of 'Reinvent The Wheels' is to further Scion's conversation with trendsetting, creative 18-24-year-olds," said Simon Needham, co-founder and executive creative director, ATTIK. "We're always looking for new ways to spread Scion's messages, and we know the target audience spends a great amount of time interacting online, sharing, socializing and watching. Developing an online reality show is a fresh approach to engaging and entertaining them, and also leverages social networking in igniting buzz."

To produce the series, ATTIK and Scion teamed with reality TV powerhouse 3 Ball Productions, which produces NBC's "The Biggest Loser" and many other prominent reality series.

"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."

Scion is actively promoting the series with a new cross-platform campaign created by ATTIK, including TV, print, billboard and interactive ads. The first print ads, promoting the show and its March 29 debut, recently appeared in several targeted publications and on key sites and networks online. Audiences can tune into the series via their mobile phones, online and through popular social networking sites such as Facebook, YouTube and Twitter. Broadcast spots, print and OOH featuring the Scion vehicles which will have been transformed through the course of the production will begin airing in May.

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* The final three are a semi-diverse mix: one of the DJs, the nerdy film maker, and the hot blond pastry chef. None has yet said "I'm not here to make friends", but given the other cliches littering the footage, we expect to hear it any second. 


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