Toyota's Scion is promoting all three of its models via a single rich media unit - HTML-based ads that use Interpolls technology - to promote the model best suited to users based on their interaction with the ad, ClickZ reports. One ad asks users to select their personality type - then reloads with info about the corresponding Scion model. Also, a "results panel" appears with additional relevant content, including an RSS feed with Scion news.

Interpolls can swap out low-performing ads without changing ad code on a publisher's site; the questions that users respond to in the ad can be changed to create the highest-performing ad. Within the ad unit, users can configure each model, watch product videos, locate a dealer and tell a friend through instant messenger.

The campaign is expected to run through March 2007; at launch, the ads are appearing on the Shockwave, Atom Films, Bolt, CarDomain, GameSpot, ClubPlanet, Planet Out, Savvy and UrbanRacer sites.