Scion has the kind of fan base and lifestyle integration that a lot of other automakers are still trying to figure out how to create (Ford Edge clothing, anyone?). Scion appears to have a lock on who their fans are and what they want, and then constantly works on new ways to give it to them. Now they're doing it again with The Prospect: Rise of an Unsigned Emcee.
The contest's website is here, complete with all the rules and requirements. You have until August. Now what rhymes with "Rollin' in my xB. . . ."