Toyota's youth brand said it will roll out an innovative marketing campaign for its 2008 Scion xD in August that encourages consumers to peel off pieces of original artwork from noteworthy street artists to unveil an xD advertisement. The campaign will be held in three locations in New York and Los Angeles. The artwork has been created by Kenton Parker and Harif Guzman (a.k.a. Haculla).

Three billboards, placed at street level, will be covered by original artwork. Passers-by will be encouraged to peel off pieces to get to the ad. They will be allowed to keep whatever piece they can peel off. Locations include: 1160 North Logan Street in L.A.'s Echo Park; 2051 Sawtelle Boulevard in West L.A.; and 167 Bedford Avenue at North 8th Street in Williamsburg, Brooklyn. The billboards will go up August 15.

The $15,000 xD is Scion's replacement for the outgoing xA. The xD is pitched at young college-educated males, which has prompted Scion to come up with novel approaches for capturing their attention.

What this means to you: The main idea is to get there first and try to peel off as big a chunk as you can manage. And then head for eBay.

 

Nice.......

 

I thought was pretty cool they are showing again how different and innovative Scion can be