All that glitters isn't gold;
sometimes it's Mica

To promote the limited-edition Scion xB RS 5.0 (of which only 2500 exist), ATTIK has put together a campaign called "Rare Metal."

"We are treating these vehicles as priceless valuables," said CD Simon Needham of ATTIK.

Piggybacking the perennial equity of Willy Wonka's rare and coveted golden tickets, street teams (provided by Massivemedia, NY) will give away "gold bars" in San Francisco, Sacramento, LA, Austin, Dallas, Atlanta, Miami, Portland and Seattle next weekend.

The items will "allow recipients to access a password-protected area of the microsite […] where they can download a screensaver, instant messaging icons and a desktop background," said Needham.

Users can also learn more about the xB RS 5.0's merits.

The xB RS 5.0 has a Gold Rush Mica exterior, a KenStyleR body kit and a holographic badge with the vehicle number in the series. Online promotion and guerrilla efforts for the vehicle began last Saturday.

ATTIK has been producing campaigns for Scion since 2002. It was purchased by Dentsu late last year.