Scion Surface Experience - FITC Awards
Project Details
Scion was looking to deepen auto show engagement in a fresh new way via an experience for visitors to their auto show environment that would bring the uniqueness of the Scion lifestyle to life.
The solution was a unique interactive installation called the Scion Surface Experience. Inspired by the creativity and self-expression at the heart of the Scion brand, the multi-touch driven engagement enabled visitors to explore the brand's product, racing and cultural affiliations as well as try their own hand at creativity.
Users unlocked the surface with a deck of eight unique collectible trading cards that upon impact, reveals a range of product and brand related digital content. When a card is placed on the surface, the table reveals photos, video content, regional sales info, and localized events. Flipping the cards over triggers the playing of a beat, bass or vocal component to a song from one of Scion’s sponsored artists. Placing all eight cards on the Surface at the same time plays the full song and gives guests a chance to remix the song in their own way by spinning the cards, reinforcing the self-expression that is core to the Scion brand.
The Scion Surface Experience was presented at four, distinct touch points within the new Scion environment presenting collaborative play that also allows guests to explore each vehicle and the Scion brand as a whole in a fresh, new way. Bursting with digital media, the multi-touch installation has drawn thousands to Scion’s auto show environments and extended reach via post event downloads accessed from the collectible trading cards.
