Here's what we came up with. We'll probably end up picking one option for each category.
Overall Theme / Treatment:
We'll have a simple overhead drive that holds all of the games — each of them in their own "neighborhood" or "building — Like in Grand Theft Auto — "Liberty City." Games will unlock as they become available, earn enough points, or complete tasks / games
Product Games:
1. "Built It" — The user will learn tC's key features as they build one from the ground up. "Learn as you try" approach." Theme ideas:
— Go back in time to the tC design shop in Japan and build (Cool Magna type feel)
— Walk around through the city until you collect all of the key features for building a tC. After that, you will drive the vehicle
2. "Stand & Deliver" — Create a virtual walkaround of a vehicle to match an individual's or a crowd. Probably an urban parking lot / car show environment. Crowd applauds for good walkarounds — boos for bad or incorrect ones
Comp / Comp Games:
1. Trash Talk — Person drives up in a competitor's car and starts banging their chest (figuratively) about their vehicle while ripping on the Scion. With each claim from the driver, the user overcomes it with a WordTrack
2. Drag Race — User fuels up their tC with competitive advantages WordTracks and races it against the competition
3. Power Up — Pac Man inspired. A small tC get's chased around a game screen by large competitors. As tC consumes product advantages it grows, until it's large enough to consume the competitor
Accessories:
1. Custom Shop / Parts Counter — Customer identifies accessorizing goals and the user equips the vehicle to meet their wants / needs. The calculate the costs, the customer freaks about the price, user reconfigures to meet monthly payment requirement
Scion 101 (Selling Scion Value)
1. Cash Roll (Cab). Friends rolling around in a Scion with the user asks the user questions about Scion. Just like in Cash Cab they'll have shout outs to help them on tough questions. Win by persuading passengers that Scion is the right brand for them
2. Discover Scion. User walks around a city / dealership / warehouse and collects key elements of the Scion Brand.
So, which ones do you like most?
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2 comments:
Comp Comp
Every auto company is copying Scion's personalization strategy.
Spot the Pretender - Scion is the Original and real deal brand for personalization and customization. Why and How? WHY are they ScionManiacs and more importantly why would petential ccustomers want to join the club and become ScionManiacs. What excites them? Competitiors zipfly onto the screen, similar to Bang Your Chest, users then would call out How and Why Scion in voodoo like fashion deflates the pretenders while reinforcing key Scion product and brand attributes. Or - there is a Scion drifting party - competitors and Scions follow a map or instructions to get there. One by one the competitors are "denied" / turned away because they lack some aspect, accessory, attribute, feature that Scion has and they don't. Users would need to identify WHAT advantage Scion has, had and always will have over these competitors to "pass on". There would be several "pass on gateways" that would need to be navigated to and through to get to the event. Very urban look and feel with some incentive for getting to the party and identifying Scion Brand and product advantages. Could include a tunnel/ramp to an underground part of the route.
Accessories
What if we gave users a complete set of Scion accessories and color palates to trick their ride? But we also gave them some type of tool where they could create their own accessory that currently is not a Scion accessory offering? Possible? Screw the calculate - owners don't care UNLESS it is to demonstrate that Scion accessories DO NOT cost more than aftermarket. Maybe a peek in to what next gen Scion customers are looking for to personalize?
Not really my forum but I'll keep trying.
Sweet! Killer ideas from the big man!
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