Toyota’s Scion Becomes Online, Reality TV Star

Toyota is turning to digital to generate buzz and create a cool factor for its Scion brand. Add to that all the requisites of a bona fide TV production, and the result is “Reinvent the Wheels,” a six-episode, web-only series, on your computer now @ www.reinventthewheels.com. Targeted to the younger generation, the series has been created, cast, and produced like reality television, replete with trailers, behind-the-scenes interviews, music downloads, explosive graphics, and an episodic time clock countdown.