To launch the
new 2009 tC Release Series 5.0 (tC RS 5.0), Scion and Nitto 1320 Legends, the free online drag racing game, are offering 2,000 virtual Toyota Racing Development (TRD) themed Release Series tCs through a hidden link on http://www.Scion.com/RStC
. Enthusiasts who find the Easter egg on the tC RS 5.0 microsite may have the opportunity to have a virtual tC RS 5.0 in their garage to race against other online players. One special tC will be released every 15 minutes.
Once the Easter egg is discovered, Nitto 1320 Legends users will be able to enter their username to discover if they are a lucky virtual tC RS 5.0 owner. Players new to the drag racing game will need to download the game and create an account before learning if they have won a virtual tC RS 5.0. Non-winners can continue trying for a TRD-themed tC.
Nitto 1320 Legend enthusiasts can earn points by racing to equip their virtual fleet with accessories.
In addition, enthusiasts who purchase a production tC RS 5.0 model will receive a limited run collector’s edition poster featuring this TRD-themed vehicle and its unique performance accessories.
The 2009 tC RS 5.0 features glossy black exterior paint and numerous performance products from TRD. The tC RS 5.0 is equipped with TRD edition 18-inch multi-spoke alloy wheels, in matte black with red trim; red TRD lowering springs; red TRD rear sway bar; TRD sport muffler; TRD exterior badge; black leather-trimmed steering wheel featuring red stitching; black seats with red accents; floor mats with the TRD logo; a cargo mat and individually numbered badging. A black rear lip spoiler will also be available.
The tC RS 5.0 began at arriving at dealerships this month. Less than 2,000 are available.
WHY: As the second Release Series this year, the tC RS 5.0 continues to reflect Scion’s personalization philosophy.
Scion is very much in tune with its youthful, trendsetting,taste-maker target, which prefers discovering on its own. Thus, mass communications have less appeal and effectiveness with this target. Realizing this, we are constantly dialing up our efforts to find unique, non-traditional and viral avenues in which to deliver our brand communications.
Wink, wink, blink, blink. Look for the Easter egg on the microsite for an opportunity to win a virtual tC Release Series 5.0 to drag race on Nitto 1320 Legends.
WHEN: March 17 through mid-April, 2009