For Scion’s 10th anniversary, they created five limited edition vehicles, each with accessories unavailable anywhere else. For our campaign, we shot scenes of celebration around the anniversary cars and commissioned internet remix artist Jeesh to remix the footage and audio. The spot got one of the highest hit counts for a Scion commercial on YouTube with over 1 million views. It also made the top 10 viral video list on autonews.com.
In order to create buzz for the brand leading up to the campaign launch, we had Jeesh compose an extended version of the spot. We also partnered with various Scion sponsored artists to create an exclusive album available online. The album consisted of 10 tracks that included the full 2:00 minute song composed by Jeesh.
Partnering with the mobile app Shazam, we gave people fast access to instant info and downloads. How to find the closest Scion dealer, learn more about each car and download a free anniversary music album.