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.
The ads link to TakeOnTheMachine.com, which provides info about the car. The second phase of the campaign, breaking in September, will be built around the "Take on the Machine" theme.
The TV commercial broke yesterday on Adult Swim, Comedy Central, Current and G4. The average age of a Scion buyer is 26, which national communications manager Owen Peacock said is the youngest in the industry. Peacock said the search engine crossover made sense because the car skews so young. "When we look at the demo we're appealing to, they're online a lot," he said. "It' really easy for them to do this."
Scion is hardly the first car company to add a search call to action. In 2006, Pontiac ran an ad beckoning consumers to "Google Pontiac."