Scion Wants to Reinvent the Wheels

Reinvent the Wheels, a six-episode Web-exclusive video series and cross-platform marketing campaign from Scion, will launch Monday at 9 p.m. ET/6 p.m. PT, and the series is also available for embedding on other Web sites via a widget.

Comedian Angie Greenup hosts Reinvent the Wheels, which gives up-and-coming artists the chance to team up with a car-tuner shop and customize a Scion car using their own ideas. Los Angeles tattoo artist Zulu will serve as a mentor to the contestants.

Scion vice president Jack Hollis said:

This unique campaign allows us to showcase the compelling stories of three emerging artists as they transform a car with limited time and resources. This approach provides a level of engagement not seen before in traditional advertising. In addition, we’re providing a new access point for the creative community to explore, get inspired, and to stay connected with the brand.