To promote the 2011 Scion tC sports coupe the car brand and ATTIK kicked off their “Take On the Machine” campaign last August, targeting young, predominantly male drivers across the U.S. At the center of the campaign is an augmented reality game.
“This project represents the direction ATTIK is now moving in,” said interactive creative director Jacob Ford, “where broad cooperation across disciplines is our primary focus. As a creative group, we first come up with the best idea, then we figure out how that’s applied in any given medium. From there, it’s all about working with our partners to find the best use of technology to involve the audience and connect with them.”
The game has been named FWA Site of the Day, which I believe is equivalent to winning a Lion in Gamer Land.
