In the latest twist of influencer-based marketing, Toyota is working with community site Whyville to pitch it's youth-focused Scion brand to tweens ages 8 to 15. Using "clams," the interactive currency used by members of the Whyville community, tweens have already purchased hundreds of virtual Scions to date. Sticking with Scion's equity of personalization and customization, the tween members are able to customize their rides and pick up their friends to drive around the virtual community. Since tweens can't drive or buy cars, this promotion is all about a tween's influence over their parent's vehicle purchase decisions. It remains to be seen if this interactive sponsorship is working, but Toyota so far seems to be pleased with the results.
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