Post Production Recap

1. SCION United.
UNITED BY INDIVIDUALITY.
Post event Recap.

2. Task
Event Name: Scion United
Campaign: United by Individuality
Purpose: Commercial & Print Shoot and Event Celebration
Attendance Goal: 500 Scion Owners
Where: Bootleg Canyon Detention Basin in Boulder City and the Valley of Fire in Nevada
Dates: May 16 through May 18
Hotels: Loew’s and Montelago in Lake Las Vegas and Green Valley Ranch in Henderson
To collect print and commercial assets for the Scion brand campaign “United By Individuality” while
celebrating the culture of Scion’s owner community and the values it lives throughout a three day
weekend in the Nevada desert. Actual owner cars from the event will be used in the broadcast pro-
duction as well as in print spectaculars and billboards. At the event, owners and guests were enter-
tained with free product, displays, music, food and other activities.

3. vendors & Partners
Scion- Brand
ATTIK- Agency
Beyond Marketing- Event Production
DHAP- Web
Malbon Bros. Farms- Entertainment
Zenith- Media
Jeff Li- Photographer
Blue Eyed Production- Film
Eldorado Rock- Grading and Dust Control
Global Executive- Registration & Data Management
5 Star Parking- Valet
Gaahl- Catering
Air Star- Lighting
CMA- VJ & Stage Production
Boulder City, Nevada - Venue

4. PRE LAUNCH

5. Marketecture Overview- pre-launch

6. pre Launch: Plan overview

7. Microsite phase 1
Email Invitation
Email Invitation
Email Invitation
Email Invitation
#1
#2
#3
#4
Microsite Phase 1: About, Sign Up (3 step process), Terms & Conditions
Objective: Recruitment & Casting

8. EMAIL BLAST STATS
EMAIL BLAST STATS
Blast 1
Blast 2
Blast 3
Blast 4
TOTAL
3621
16728
8926
85527
114802
DELIVERED (BOUNCED)
3495
16346
8904
75627
104372
CLICK THROUGH
442
1021
865
4985
OPENED
1015
3658
2189
15280
22142 7313
% CLICK THROUGH
12.65 %
6.25 %
9.71 %
6.59 %
7.01 %
# of registrations as of 5.14.08
705 vehicles total have registered:
408 have RSVP’ed YES
56 have RSVP’ed NO
136 have been invited but not yet RSVP’ed

9. Congrats Email
Remember to
Sign-Up Email
Itinerary Email
Confirmation
Email
Get Psyched
Email
Microsite Phase 2: Log In, About, RSVP (3 Step Process), Release Agreements, FAQ
Objective: RSVP / Confirmation
Microsite phase 2

10. Marketecture Overview- direct mail

11. Direct mail package
This package serves as an official invitation and confirmation with premium gift/s for Scion
owners who have been cast and invited to attend the Brand Event and shoot in Boulder City,
Nevada on May 16 through May 18.
Objective:Confirmation Packet / Format Invitation with Premium Gift
Message: Welcome
Mandatory Items: Welcome Letter, Release forms, Logo Release forms, Event Guide
Booklet, Decal, Dogtag, Event Itinerary.

12. casting Groups 1 - 4
ATTIK was prepared to cast up to 500 Scion cars, all models and years from stock to heavily modified. Four (4) groups were
identified based on the desired look and requirements for various creative executions. All groups were selected from the
Microsite registrations, except for Group 1. Group 1 was hand-selected and pre-qualified.
Casting:
Group 1: 18 cars were featured in the commercial and filmed in Valley of Fire (traveling shots) and at the Event Site (end
shot).
Group 2: 65 cars were featured in the end shot of the commercial (hero shot) filmed near the Event Site. Group 1 joined
group 2 for the hero shot.
Group 3: 88 cars were shot individually and will be used in print, billboard and poster executions. Some Group 1 and Group 4
cars were also shot individually to enhance the diversity.
Group 4: 134 cars were shot in a large lot near the event site. These cars will be the focus of the Z-Folds, Dirt, etc.

13. Event Creative Elements
Logo Look & style guide
patch
Signage and Truss system
projectionsID BADGES punch card

14. survival kit

15. EVENT WEEKEND

16. Marketecture Overview- event weekend

17. Resort hotelS
Loews- Lake Las Vegas
230 doubles and 25 Kings | 510 Guests
Groups 2 & 3
Montelago- Lake Las Vegas
22 Rooms | 44 Guests | Group 1
Lake Las Vegas
Green Valley Ranch
Henderson, NV
200 Doubles | 400 Guests
Groups 4

18. site map
YUCCAST.
CANYONROAD
VETERANSMEMORIALRD..
INDUSTRIAL RD.
93/95 HWY.93/95 HWY.
BUS, PICK-UP, EXIT
AND ENTRANCE
OVERFLOW LOT
REGISTRATOIN
OWNER
DROPS
OFF CAR
HERE
BOOTLEG
CANYON PARKPOSTER SHOOT / GROUP 4
EVENT MAP
PHOTO SHOOT / GROUP 3
COMMERCIAL SHOOT /
GROUP 1&2
GREETERS
BUS SCHEDULE
FRIDAY / 0516
WELCOME
INSPECTION /
VALET
CHECK IN TIMING
FRIDAY, MAY 16
CHECK IN FLOW

19. event site cad

20. SATURDAY, MAY 17
9:35pm –10:05pm- Too Short
10:05pm –10:10pm Intermission
10:10pm –10:50pm- Redman
10:50pm –10:55pm Intermission
10:55pm –11:20pm-Flor Rida
entertainment: talent
TOO SHORT, REDMAN, & Flo Rida

21. overview of Event activities

22. overview of activities

23. overview of activities

24. overview of Event activities

25. overview of Product Area
Pioneer:
50’ Dome – self contained
360 degree video capability
Video DJ
(2) Vehicle displays
Product displays
Merchandise giveaways
Bar/lounge (TBD)
TRD:
TRD Trailer –self contained
Static product displays
Technicians installing supercharger
Merchandise giveaways
Vehicle displays (TBD)
CAD:
Product display kiosks
Schwag giveaway
Alpine:
Bass Shower
(2) Vehicle displays
Product displays
Merchandise giveaways
Nokia:
Vehicle showcasing Bluetooth
technology
Backdrop
Product displays (plasmas)
Merchandise giveaways
XM:
Product display (kiosk)
Vehicle display with Guitar Hero – winner
will receive XM branded Gibson Guitar
DJ in Booth
Merchandise giveaways
Optimize
Product Display Kiosk
Merchandise Giveaways
Scion Racing Trailer:
Rado’s race trailer (self contained)
Vehicle displays
Merchandise Giveaways

28. post Event
united by individuality

29. Marketecture Overview- post event

30. final numbers
Total Attended (Actuals) Owner Guest Total
Group 1 18 15 33
Group 2 65 44 109
Group 3 87 61 148
Group 4 134 108 242
TOTALS 304 228 532
Scion Models New Previous Total
tC 10 66 76
xA 0 22 22
xB 49 147 196
xD 10 0 10
TOTALS 69 235 304
Top 5 States Top 5 Car Clubs
California Scion Evolution
Arizona Scikotics
Nevada alphaSQUAD
Texas Fuscion
Washington Scion Image

31. Microsite phase 3
attik: Creative | Dhap: Development
Microsite Phase 3: Recap & After Party
Objective: Phase content roll-out to sustain and expand interest in the site post launch and to provide a launching pad for
United by Individuality

32. print

34. PRINT SPECTACULARS

35. Commercial - Hero Shot

36. shoot overview