Slate.com reports on a strange online game created to promote Toyota. In the game you play a "Little Deviant" who drives around in a Toyota Scion and commits violent crimes on "Sheeple", including "pummeling, slicing, and dismembering" with lots of flying green blood.
Since Toyota wants the Scion to be a niche product, it wants the campaign to be polarizing. "People that find it offensive are not our target," says Simon Needham, co-founder of ATTIK, the agency that's designed every major Scion campaign. If square grandmas reject the Scion for the Nissan Versa, the thinking goes, that will only boost the Scion's image among the cool kids.