Scion (automobile) - Advertising

Advertising

To advertise Scion, Toyota began a new campaign for the Scion using a form of guerrilla marketing, using posters and ads in movie theaters and TV to direct consumers to its various "want2bsquare" web sites. Scion's marketing endeavors extended to sponsorships, such as that of VBS.tv's show, Thumbs Up!, which features David Choe hitchhiking across the United States. Scion sponsored two commercials featuring Concours race car driver Matt Verbin during the Castle Hill Concours d'Elegance, which show him racing a custom painted yellow and orange xB on Cambridge streets. Scion also teamed with Gaia Online, providing the xB,xD, and tC as a choice for user cars, as well as other things across the site.

Scion also uses smaller, regional viral campaigns to reach niche demographics. Online campaigns such as Scion xPressionism allow the user to modify and design his own Scion with graphics, decals, and aftermarket car parts. Online advertising, much of it quirky and offbeat, is part of Scion's marketing mix for both these campaigns and for the launch of new models. Shows like Slick's Picks go around the country interviewing artists, stores, and events; and puts short videos on the site. Scion Radio 17 is an internet-radio initiative that features 17 non-mainstream channels, ranging from rock and hip hop to electro and soul.

In August 2008, Scion released the "United by Individuality" ad campaign, featuring over 300 Scion owners' vehicles in various magazine articles, commercials, and billboards. The latest commercial video shows a convoy of Scions parading through the desert in Boulder City, Nevada. These videos and ads can be seen on Scion's website.