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.

Join Baratunde Thurston (left), The Onion’s Director of Digital and author of How to Be Black, for an entertaining look at creative social media campaigns in our Social Media Marketing Boot Camp starting February 16. Other speakers include Morin Oluwole (Facebook), Tim Devane (bitly), and SocialTimes' writer Devon Glenn.   Register now.