Scion xD Book of Deviants Online Game Is an...Unusual Way To Market a Car

Toyota's Scion division has a well-earned reputation for edgy marketing. Now the 2008 xD is being advertised through a bizarre online game called Book of Deviants, in which players are to kill troll-like characters called "sheeple" and collect their blood — and help the "Little Deviants" take back their city — to get a chance to win an xD.

The Web game has chapters titled "Take Down," "Slaughter Park" and "The Deviant Factory," among others. A Scion xD cruises dank-looking streets while the xD badge appears next to the slogan, "Something a little deviant."

The five-door xD goes on sale next month.

In contrast, the Web site Scion Games Rader, in which you can race a 2008 Scion xB, tC or xD around city streets, customize one and enter for a chance to win a Scion product, seems downright tame.