Case study | Scion AV

Beyond partnered Scion with two-time Grammy-winning thrash metal band, Slayer, to create a “buzz” louder than a stack of Marshall amps.

The partnership included A U.S. Tour sponsorship with onsite activations, data collection, and social media driven giveaways. The four tour stops included Oakland, New Jersey, LA, Austin. We produced Car-integrated video content allowing fans to peer into the lives of Kerry King and Tom Araya as they work in the studio, tour the ESP guitar’s warehouse, and a visit to Kerry’s infamous snake ranch. In addition we helped bring to life a SEMA premiered project car entitled the “Scion x Slayer Mobile Amp tC” featuring a custom paint job with airbrushed logos and skulls, suicide doors and Billet Slayer sword blade wheels with spike-style center caps. Kerry King demonstrated the custom Pioneer audio system with towers of speakers and custom mixer by plugging in his guitar for a live demo in Las Vegas.


• BMG paired two unlikely power-houses for an epic mix of original content, tour, and fabricated vehicle
• Hundred’s of thousands of fans were able to see the dynamic build in-person while attending the Scion sponsored Slayer North American Tour
• Sensational SEMA demonstration of the Scion x Slayer Mobile Amp tC drawing press and attention


• Over 100 million online impressions
• 200k in-person sponsored tour attendees
• 50k leads generated
• Press Coverage on USA Today, Autoblog, Car and Driver, Loudwire, Metal Injection, Blabbermouth, and more

Project Details

  • Client:
  • Scion AV
  • Category:
  • Social Media + Strategy
  • Date:
  • 2014

Go Beyond