"Toyota, Scion Exhibits Stress Interactivity"

Why is Interactivity stressed? What did Toyota and Scion ever do to it?Personally, I’m stressed by Autoblog’s ability to jump on the latest manufacturer press release like a miniature Schnauzer on a peanut butter covered Kong. Still, I don’t think the 800-pound gorilla on the net will stoop low enough to sample– or indeed, republish– Toyota’s official description of its exhibition stands at the don’t call it the Detroit Auto Show. Even though ToMoCo PR-fest will be greener than insert metaphor here. But, as the genie intones in John Papadiuk’s Tales of the Arabian Nights, this amuses me. “These displays include: a ‘Safety and Technology’ kiosk that explains Toyota technology in everyday language; and a series of “Hybrid Synergy Drive® Regenerate Campaign Pods,” which educates consumers on Toyota’s hybrid technology, the benefits and drawbacks of various alternative fuels, and Toyota’s leadership in environmental sustainability.” Pod people unite! Your new Prius is at hand! Toyota hears your cries! “Back by popular demand is ‘Toyota Live,’ a stylized talk show, featuring hosts and guest seating. Introduced last year, ‘Toyota Live’ hosts lead audiences through the latest Toyota news stories as well as engage in a prize-laden Toyota trivia game show.” Of course, Sciontologists will not be neglected.

“The youth brand is also sure to garner attention with the advent of the ‘Scion Scrambler,’ an interactive device that supports Scion’s brand mantra of customization and individuality. The ‘Scion Scrambler’ is an audio-visual composing experience that taps into the consumer’s artistic streak through generative art. The system takes a picture of the consumer then allows them to compose their own unique piece of artwork by using a microphone and keyboard to scramble their photo and favorite Scion product.

“Once users complete their ‘scramble,’ it will be posted to a gallery where others can view their artwork and learn a bit more about fellow artists. In addition, the Scrambler will email each user their personal creation.”

Don’t forget to send TTAC your creation as well (robert.farago@thetruthaboutcars.com)