Never one to color in between the lines, Toyota's youth-focused Scion brand is opting for a series of non-traditional events and promotions instead of traditional executions. Called the "Scion Dashboard," the event intends to be an unobtrusive way for "hip and cool 18-24 year old men in San Francisco (are there any by the way?) to connect with the Scion brand." Further, a Scion exec is quoted as saying "We just want them to come in and say, 'Wow, this stuff is cool.' We want to be known as the cool brand," says the insider, adding that the effort will not be benchmarked against traditional media metrics, such as post-buys, audience impressions, or even a CPM." The event will run in San Francisco for 30 days and then will set up shop in a new market.
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