A fully integrated campaign was developed for the pre-launch of the new Scion xD vehicle. The site introduced viewers to the Little Deviants, who must battle hoards of conformist Sheeple beings to return life and vibrancy to a complacent and dull world. A cinema spot, outdoor boards, wild postings, spectacular print ads and guerrilla media drove viewers to littledeviant.com. The site had 300,000 page visits in its first week, broke 1M in its first month and had 1.5M visits in July of 2007.