Toyota Goes Online via ScionSpy Promotion

LOS ANGELES As part of Toyota Motor Sales USA’s national launch of the Scion xA and xB models, the automaker today said it is introducing ScionSpy, an interactive digital photo contest with a wireless component designed by mobile gaming and entertainment company Sennari Mobile.

ScionSpy is an online contest in which participants use their camera phones, digital cameras or desktop computers to obtain digital photos of Scion cars. Contestants can send their photos to via mobile phone or Internet and compete to win prizes such as a Pioneer home theater system. The goal of the game is to amass the longest chain of unduplicated digital photos.

“This groundbreaking promotion appeals to our mobile, tech-savvy target,” said Adrian Si, interactive manager for Scion in Torrance, Calif., in a statement. “ScionSpy will be an integral part of our 2004 national launch of Scion’s xA and xB models.”

The promotion took shape when Scion’s interactive agency, Dentsu’s Oasis Advertising in Los Angeles, approached crosstown company Sennari to aid in creating a viral community event. ScionSpy will run online from Jan. 19 through Feb. 16. Spending for the promotion tops six figures, according to Sennari.

Scion, which previously sold its xA and xB vehicles only in California, spent $6 million on ads through September 2003, according to TNS Media Intelligence/CMR. The offline agency for Scion is Attik in San Francisco.