For the 2010 world premier of the Scion tC and iQ, o2 created a viral campaign leading up to the press event reveal itself. The campaign, The New Dimension of Scion, was rolled-out over the weeks leading up to the event at the NY International Auto Show. o2 created a microsite that hosted a countdown clock and an embeddable widget so that Scion enthusiasts could stay connected to the launch and see teases of the New Dimension of Scion. Each day the microsite and widget introduced different sneak peak videos of the reveal vehicles. On the live event day, as the countdown clock sturck zero, the microsite and widget hosted a live feed of the event. Post event, the site was converted into an online press kit to host all vehicle information, press releases, high resolution images and video.