Scion Woos Men to Enter the Machine

Toyota's 2011 Scion tC sports coupe is arriving in U.S. dealer showrooms next month. It's now being promoted with a cross-media campaign encompassing print, online, cable TV, and outdoor, with billboards (which you can check out after the jump) in 24 U.S. cities. The "Enter the Machine" campaign by ATTIK also includes a search engine keyword buy for the term "the machine" to drive traffic to the brand's Take on the Machine microsite.

"In this campaign, the city represents 'the machine,' and it signifies the obstacles our young, male audience members face in their daily lives, while the 2011 tC is the answer for taking on the machine, and winning," comments Simon Needham, co-founder and executive creative director, ATTIK. 

"We invite viewers to enter the machine via our online portal, search for 'the machine' in their favorite search engine, and connect with us online for personalized adventures which will become even more captivating next month with augmented reality, 3D and other elements, when the full campaign is revealed."

"Following the phenomenal success of the first-generation tC, the all-new 2011 version adds performance, aggressive styling and premium features," said Jack Hollis, VP of Scion. "Designed to redefine its segment and exceed the evolving demands of the sports coupe buyer, the 2011 tC is the perfect coupe for our young owners to take on the machine."