While not the first company to do so, Scion released a new promotion last week that uses Facebook Connect to put you directly into an advertisement. The campaign, which resembles the Doritos advergame and the Prototype game trailer, places you and your friends in a video in which you are the featured D.J. at a local club and you are driving to the event in your new Scion tC RS.
The only problem with the new Scion promotion is that it takes an immense amount of time to load once you log in with Connect. No, this isn’t a few seconds that you are waiting … it’s many minutes. I was willing to sit through the delay in order to capture the video of the promotion below, however I seriously doubt that most viewers will be willing to do the same.
My guess is that the primary cause of the delay is the rendering model that the developers behind this site chose to use. Regardless of the technical issues facing this promotion, it’s still a rare occasion when Facebook Connect is used to pull in profile information directly into a video promotion. While I believe this form of advertisement will be used in the future for television promotions, this provides a glimpse of what we can expect in the future.
If you want to see what it looks like to have yourself in the ad, you can go check out the Scion rSTC. While I think these promotions will be able to optimize which friends are selected and will eventually be able to avoid tiny errors like having your face cut out in photos (as was the case in one of the images in the promotion below), this is definitely a step in the right direction.
What do you think of the new Scion promotion?