Take on the Road with Scion's Interactive Trek Across the U.S.

"Unlock the tC Road Trip," an eight week, virtual and real world competition puts players in the driver seat for a chance to win a 2011 Scion tC

Jun 01, 2010, 09:32 ET from Scion

LOS ANGELES, June 1 /PRNewswire/ -- Scion, the automotive brand known for distinctive design and marketing innovation, today announced the launch of a new online and real world competition, Unlock the tC Road Trip, an eight week, interactive and real world game that allows players a chance to win the all-new 2011 Scion tC.  The game enables consumers to immerse themselves in a Scion tC as they test their smarts and skills on the road in this casual adventure game.

At the start of the trip which begins on June 1 at www.UnlockthetC.com, the player is told that there is a locked Titanium case strapped to the chassis of the virtual tC. The object of the game is to find the numbers to the code that unlocks the case, and to get the case from NYC to Los Angeles, with the highest point score possible.  Each week unlocks a new road trip (8 total) and daily instant-win prizes (140+ total) including Slingbox SOLOs, X-mini II Capsule Speakers, limited edition Scion FLip MinoHD™ camcorders, and more will be awarded throughout the game's duration.  Leader boards will track player standings. At the end of the online competition, four (4) finalists will be flown to Los Angeles for a VIP event on August 14 to compete in a real-world competition where one (1) winner will receive a 2011 tC.  The live event will feature live bands and DJs, food trucks, video art installation and the chance to drive the new tC.

"The Unlock the tC Road Trip game allows us to engage consumers in a fun and unique way and unveil the next-generation tC through an immersive and engaging game," said Jack Hollis, vice president, Scion.

In the Unlock the tC Road Trip game, players encounter exciting "side-trips" as they navigate cross country from New York to Miami, with a final destination in Los Angeles.  Players can also purchase vehicle upgrades to boost credibility and customize their experience as one would do in real life.  The virtual economy is driven by community – tCoins can be earned by inviting friends to join the game and their Crew, and this is made easy through Facebook Connect integration.  Throughout the game, tCoins are necessary to purchase accessories for their tC at Tuner Clubs and Scion Dealerships and to pay for short cuts on Toll Roads.  In the spirit of sharing, players can "Gift" or "Mooch" tCoins from their Crew on Facebook.

The second-generation of Scion's most popular model since its debut in 2004, the 2011 tC offers more horsepower, more torque and a quicker 0-to-60 over the current generation tC.  The new tC is advanced and refined – it sets the standard for premium among its class with top of the line features such as panoramic moon roof, Pioneer audio system with premium 8-speaker design and 18-inch alloy wheels.  

Watch the game trailer on Facebook here: http://bit.ly/unlocktrailer  

Unlock the tC Road Trip Disclaimer

NO PURCHASE NECESSARY TO ENTER, PLAY OR WIN the UNLOCK THE tC INSTANT WIN GAME OR THE UNLOCK THE tC ROAD TRIP GAME (EACH, A "PROMOTION" AND COLLECTIVELY, THE "PROMOTIONS"). Both Promotions are open to legal residents of the 48 contiguous US & DC, 18 or older & not a minor in their primary state of residence at the time of entry. Preliminary Registration Period for both Promotions begins 12:00 a.m. PT 5/10/10, ends 11:59 p.m. PT 5/31/10. Game Period for both Promotions begins 12:00 a.m. PT 6/1/10, ends 11:59 p.m. PT 7/26/10. Promotions are void in AK & HI & where prohibited by law. Subject to Official Rules, which are available separately for each Promotion at www.unlockthetc.com. Sponsor: Toyota Motor Sales, U.S.A., Inc.

About Scion

Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The brand features three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle and the tC sports coupe.  Scion launches the all-new, premium micro-subcompact iQ in early 2011.  The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit www.scion.com.


Marina Beck/Melinda Moore

Rogers & Cowan



Craig Taguchi




Related Links

Scion Facebook

Scion Twitter

Scion New Dimension Site