User-Generated Art drives new branding campaign for Self-Expression.

Nobox Marketing Group has placed the user front and center in its new branding campaign for Scion of Puerto Rico (www.scion-pr.com). The Scion Home Page as well as their online promotional banners have become a virtual canvass for user-generated artistic expression that makes for one very creative and popular, interactive, real-time client-brand experience. Scion Art, as the campaign is called, invites users to express themselves by playing with the brand and, in the process, also contribute their individual points of view to the new branding campaign.

At the heart of this creative endeavor is a “builder” application, developed by Nobox, which engages users in real-time on the Scion website and on their banner ads http://www.pointroll.com/PointRoll/AdDemo/Toyota/PRToyotaScion_728x90_Exp_DEMOPd1.asp>; users get to design their own individual canvass, by choosing amongst an array of backgrounds, graphics, texts and stickers to create a personalized design that best expresses their sense of the brand. The result is an original, one-of-kind, Scion-branded work of art which not only takes its place in the online Scion Art gallery, located on the website’s Home Page, but is additionally transformed into rich media banners for the interactive marketing campaign currently running.

“We felt the best way to promote a brand that stands for uniqueness and creativity was through the eyes of its uniquely creative audience,” noted Nobox President Jayson Fittipaldi. “We’re totally amazed by the artistic quality of the submissions; it’s more than evident the Scion brand is very dear to its consumers.”

According to Maribel Bengoa, Marketing Manager of Scion in Puerto Rico, “Scion is a brand that celebrates the creative energy and the qualities that make us unique; Scion Art reflects this spirit. Like our models, the essence of Scion Art is to provide a custom experience, giving everyone the opportunity to interact with the brand.”

The Scion Art campaign is representative of a Best Practice example of the power of interactive marketing; what could be more aspiring for any brand than to have its users interacting with all its various elements – logo, images, etc. – to engage them emotionally through art. It’s no wonder the numbers of submissions have surpassed all expectation during the campaign’s first week.