City Chase Canada announced Tuesday that Scion will be the title sponsor for the annual “urban adventure series.”
Scion cars will be used in the six-city competition, billed as a “one-day version of The Amazing Race” in which contestants compete in challenges.
There will be at least two Scion-branded challenges, and the automotive brand’s music marketing initiative, Scion Sessions Music, will also be incorporated into a post-event party, according to Jef Moore, brand manager for City Chase Canada. The agency that runs City Chase in Canada, Influence Marketing, has also rebuilt the event website to align with Scion’s branding.
Other sponsors will also get a chance to put their mark on specific events during the day. Moore said some challenges will highlight features on the BlackBerry Z10 and contestants will have to use the smartphone to solve clues. Telus will provide service for the contestant’s phones, while Goodlife Fitness will sponsor several fitness-themed challenges.
This year the event is debuting a two-hour version of its usual six-hour chase that will take place close to the high-traffic downtown areas that Moore said brands want to be in.
The Scion City Chase begins on May 25 in Edmonton and runs through August 24, when the final event will take place in Vancouver.
