You walk up to a Microsoft Surface table at a Scion auto show stand and pick up one of the collectible cards. You place it on the table and the surface immediately reacts. Photos, video content, regional sales information, and localized events appear around the card. You flip the card over and it triggers a musical element. Beats, bass, or vocals. When all eight cards are on the table at the same time, the full song plays and the table turns into a simple, social remix station.
Auto shows as a lab for new interfaces
Auto shows are known for hands-on demonstrations of “today’s” cutting-edge technology. I experienced several of these first-hand at the 2011 International Motor Show in Frankfurt, and the pattern is consistent. The brands that win attention make exploration physical and obvious.
The activation. Scion meets Microsoft Surface
If you visit upcoming auto shows late this year or in 2012, you can run into the Scion Surface Experience, built on Microsoft Surface tables. Toyota’s agency Juxt Interactive designs the experience to let visitors explore Scion’s product, racing, and cultural affiliations in an unexpected way.
How it works. Eight cards, two sides
The interaction is built around a deck of eight collectible cards:
- Place a card on the Surface and the table reveals photos, video content, regional sales information, and localized events.
- Flip the card over and it triggers one element of a song, such as beats, bass, or vocals.
- Place all eight cards on the Surface at once and the full song plays.
Once the full track is unlocked, guests can remix the song in their own way. It reinforces the self-expression that sits at the core of the Scion brand story.
The take-home loop. Physical tokens for digital content
The cards do not end when the stand visit ends. Guests can take their cards home and use them to download digital content connected to the auto show experience.
Why this works. Exploration first, messaging second
This is a clean example of experiential design where the interface creates the interest. The collectible cards make the first step easy, the Surface makes the response immediate, and the “complete the set” mechanic rewards curiosity. Product content becomes something you discover, and the music layer gives people a reason to collaborate and play.
A few fast answers before you act
What is the Toyota Scion Microsoft Surface Experience?
An auto show installation that uses Microsoft Surface tables and eight collectible cards to explore Scion content and trigger a music remix experience.
What happens when a card is placed on the table?
The Surface reveals photos, video content, regional sales information, and localized events tied to the stand experience.
What happens when the card is flipped?
It triggers a part of a song, such as beats, bass, or vocals.
Why are there eight cards?
Placing all eight cards on the Surface at the same time unlocks the full song, and turns the table into a simple remix station.
What is the lasting value beyond the booth moment?
Visitors can take the cards home and use them to download digital content related to the auto show experience.
