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Search advertising is front and center in a teaser campaign for the 2011 Scion tC sports coupe that challenges users to enter the words “the machine” in their search engine of choice.
A TV spot via Attik, San Francisco, shows two of the cars racing through a city as dramatic music plays. The ad ends with a call to action to “search: the machine.”
Scion has executed buys in all the major search engines, including Google, Yahoo and Bing, around that term.
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