Scion Unlock the tC Road Trip Game
Online Contest & Instant Win Game

HMG created an online road trip game to introduce the 2011 Scion tC sport coupe to young, male car enthusiasts. The 8-week virtual journey across the USA challenged players with mini-games and trivia challenges. Scion’s music, art, racing and lifestyle sites were incorporated into the gameplay to give players meaningful interaction with the brand culture. The game was integrated into Facebook and included a daily instant win sweeps to encourage multiple visits to the site each day.

HMG Services
 - Website Design / Programming
 - Program Consultation
 - Contest & Sweepstakes Administration / Legal
 - Prize Fulfillment
 - Web Banner Design

Results
It was a roaring success with:
 - Over 60,000 unique visitors
 - 10s of 1,000s of registrants
 - 100,000s of referrals
 - A large percentage of registrants opted in to receive
   Scion communication
 - High average time spent per Road included direct
   brand engagement
 - Almost half of players were under 35