On October 25, Scion and Blitzgear worked together to kick off the “Scion City Hunt: Vancouver 2014” scavenger hunt event. Each Scion dealer submitted their own team to complete this challenge which took teams all across Metro Vancouver. Teams would have to complete photo challenges, engage with our brand ambassadors, find a variety of items, and complete fun physical challenges that tested their teamwork. The event had professional videography and photography to capture the day. Blitzgear also managed to secure a well known local YouTube personality to host the event. The main goal was to further enrich the Scion brand experience amongst current owners. As well as help generate positive association for the Scion brand with the local community, businesses and organizations.
Brand & Design
There was careful consideration by the marketing and design team to create signage and marketing collateral that had an appealing aesthetic that spoke to the demographic that Scion targets. Blitzgear designed signage, fine print cards, challenge cards, rule cards, t-shirts, and posters for the event.
The social media goal was to create original content that can be easily shared and illicit excitement for future Scion City Hunt events.Teams were encouraged to post on their own personal Facebook and Instagram accounts with the hashtag #ScionCityHunt as part of the photo challenge. The hashtag and posts brought attention to both the event and as well as associating the highly engaging event with the Scion brand. By the end of the event there was a total of 73 posts on Instagram of the event with the hashtag #ScionCityHunt. The other Scion City Hunt events across the country averaged 10 Instagram posts.
By securing Linda Dong, a well known local YouTube personality, we were able to accomplish several things. We were able to show that the Scion brand is in touch with young creatives who work hard to get their name out to the general public. We were also able to leverage Linda Dong’s 190,000+ subscribers and influence to bring attention to the event and Scion brand.
The overall feedback from participants was extremely positive. Participants commented on how they found the overall event to be highly engaging, original, challenging, and very fun. The event ran smoothly and the marketing collateral was eye catching and attractive. “Scion City Hunt: Vancouver 2014” was bothhighly engaging and memorable for our target demographic – current and young Scion owners.