ScionReveal.com
Scion has cultivated a unique and loyal tuner following. We wanted to build on that success with new drivers. To get them to learn more about Scion, we created ScionReveal.com. We asked Scion to take one of their iconic, boxy xBs and add $50,000 worth of customization to it.
Then we hid the customized car under a million pixels. Registered users would reveal 100 pixels randomly each time they visited, limited to four visits a day. Whoever revealed the millionth pixel would win the highly coveted car. As each pixel was removed, we'd reveal more and more of the car's custom features.
The campaign was a big success and highly sticky. It took just over a week to reveal the complete image
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