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26/06/2008 20:07. The microsite opens with an animation of lava erupting from a volcano in an urban landscape. The lava pours over a stock xD, and the car melts and reshapes into the Release Series vehicle. When site visitors click on steaming manhole covers, they blow open to show vehicle features.

The smoke-expelling billboards, which will roll through 12 cities, show the flaming xD RS 1.0 image. Street teams will hand out Hot Lava-themed promotional giveaway items. York-based Zenithmedia is handling the billboard placement. The effort starts with billboards in Los Angeles, Kansas City and Atlanta.

Scion started rolling out limited-edition Release Series versions of cars in 2004, a year or so after the division's launch. The company has introduced three such vehicles this year, including a Release... // Mediapost.com