Scion Uses Online Promotion to Support the National Launch of New tC Sports Coupe

Combined Online and Mobile Contest Is a Virtual Road Trip Adventure

LOS ANGELES, July 8 -- Oasis Advertising announced today that Scion, a new line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc., has launched "Scion Road Trip," an online adventure where participants, known as "Drivers," accrue virtual miles to win fabulous prizes, such as a Pioneer Avic navigation system.

This promotion follows the highly successful "ScionSpy" online promotion, which helped launch the Scion xA and xB vehicles in 2003.

"ScionSpy was our first attempt at an online viral promotion and we incorporated what we learned from it to make this online promotion even better," said Adrian Si, interactive marketing manager-Scion. "We're calling it Road Trip, to support our recent nationwide launch and our newest vehicle, the tC sports coupe."

Scion Road Trip is a series of weekly contests over the course of eight weeks where Drivers compete to rack up virtual miles by creating and sending electronic postcards to their friends across the country. Drivers use the postcards to create their own customized tC and send personalized messages to their friends. When a friend registers and becomes a "Destination" on a Driver's trip, that Driver gets credit for the mileage from one friend to another along their journey. There are weekly winners and mini-games so participants can join anytime during the eight weeks and still have a chance to win.

"Like all of Scion's summer promotions, Road Trip is an acknowledgement of individual talents," said Brian Bolain, national sales promotions manager - Scion. "This promotion enables online gamers to demonstrate their strategic skills during each phase of the game."

"Our goal is to continually push the envelope with innovative programs using cutting-edge technology in compelling ways," said Ruby Fiorito, Director of Interactive Marketing for Oasis, Scion's interactive agency.

Oasis Advertising collaborated with Sennari Games, http://www.sennarigames.com/ , the same team that worked on ScionSpy, to come up with yet another creative way to combine existing technologies and new mobile phone advancements. Zip code tracking software is used to track Drivers' virtual miles across the country, and SMS messaging technologies (provided by Mobileway) to alert drivers of accrued miles and weekly contest events. The development of a comprehensive web site with a tC customization feature was developed by Nerve Creative.

Scion Road Trip runs online at http://www.scionroadtrip.com/ from June 21st through August 15th, 2004. The contest is open to legal U.S. residents, 18 years and older with access to the Internet. There is no purchase necessary to enter. The contest is void where prohibited or restricted by law. For full details, see the Official Rules at http://www.scionroadtrip.com/ . Like all Scion promotions, the Road Trip site may also be accessed by visiting http://www.scion.com/ , and selecting the LIVE section.

ABOUT SCION

Scion is the new car marque from Toyota Motor Sales (TMS), U.S.A., Inc. Scion's mission is to satisfy trend leading youthful buyers through distinctive products and an innovative, consumer-driven process. Scion's first two vehicles, the xA and xB, are available nationwide. June 2004 marks the launch of the third Scion vehicle, the tC sports coupe. Scion appeals to an emerging culture of new car buyers with unique products, targeted marketing and a dedicated sales process. For more information, visit http://www.scion.com/ .

About Oasis Advertising

Oasis specializes in long-range, creative advertising and marketing solutions. Founded in 1993, Oasis offers integrated communications services including broadcast, print and interactive advertising, corporate identity, graphic design and media planning buying. Clients include Toyota Motor North America Inc., Toyota Motor Sales U.S.A., New York University Medical Center, New York Chinatown, the Government of India Tourist Office, and the National Center for Family Literacy (pro bono). Oasis is a division of DCA Advertising Inc.