October 2012: A cross promotion between Car Guy Nation and title sponsor Toyota/Scion to launch the new Scion FR-S. This campaign documented across social media channels the vehicle build using participating vendor parts, then driving from New York to Las Vegas stopping for hosted parties at Scion Dealerships. Enthusiasts following along came to see the vehicle on display in their local town, eventually the car was positioned as a "Featured Vehicle" on display at the 2012 SEMA Show.

1. ROAD TO SEMA
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2. Win on Sunday, Sell on Monday
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3. The Story : The Scion Road to SEMA
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4. “The Build” (on our blog and social media)

5. “The Build”
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6. “The Build”

7. “The Build”
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8. “The Build”

9. “The Build”

10. “The Build”

11. On The Road (on our blog and social media)

12. On The Road

13. On The Road

14. SEMA: Vendor Testimonials
Lee Davis, Luna-C Clothing
Steve Hatanaka, Scion Division, Toyota Motor Sales
David Borla, Borla Exhaust
Steve Jardine, Johnstons Toyota/Scion
Gary Savage, Braille Battery
Brian Paravicini, Airaid
René Wolters, Vredestein Tire
Tony Jackson, Eibach Springs
Adam Pitale, Adam’s Car Care

15. Post-SEMA: More Exposure
Autoweek Magazine
G4TV/Attack of the Show

16. The Result
Exposure Channels
Total Impressions