Scion
XBOX 360 Branded Destination Environment
For 2011 we wanted to carry over and enhance our "customization" platform. I developed a media strategy that led to a 360 digital concept. I looked to XBOX to anchor a targeted media platform that ran throughout the MSN network. We developed an XBOX Dashboard Display Campaign that led users to a Branded Destination Experience (BDE) without leaving the platform. The BDE was basically a Microsite that lived in the users XBOX Live Dashboard.
We used Maya 3D, Flash Lite and Silverlight to provide the assets needed to integrate with the XBOX Dev Team. Once complete, I had the technology ported to a Facebook App and used in a "Like" Sweeps Campaign.
Facebook Customization App
As leverage to the XBOX 360 BDE, a Facebook App was also developed where Scion fans can pimp their ride, get a quote and share their love with other Scion Facebook Fans in a “Like” sweeps campaign.
Augmented Reality iPad Retail App
To give the idea a retail hook... we are developing an iPad App that brings customization down to the dealer. The idea is to use Optical Recognition coupled with Augmented Reality to let customers enhance a scion right in the showroom. The strategy is to sell the dream of what you can do, and of course to sell the parts and service that comes straight form the manufacturer. The App is set to launch 4th qtr. 2011.
