Scion Goes For Art And Heavy Metal

Adweek, Friday, September 28, 2012 10:20 AM
  • Comment
  • Recommend
Subscribe to Around the Net In Brand Marketing

Scion brand is focusing on the heavy metal subculture it says is most likely to drive home in one of its vehicles. “We really put a lot of effort into the metal market because they actually buy cars,” said Jeri Yoshizu, Scion’s manager of sales promotions. “All those negative things about these kids, it’s changing. They recognize value.” Scion’s new campaign, which opens on Sept. 29 in Los Angeles, is also an art-gallery show. These kids “actually appreciate the corporate contribution,” Yoshizu said. "There are less shows happening because of [the economy], and Scion's there to do something positive."

Read the whole story at Adweek »

Be the first to comment on "Scion Goes For Art And Heavy Metal "

Leave a Comment

Sign in to leave a comment. Don't have an account? Join Now

Recent Around the Net In Brand Marketing Articles

>> Around the Net In Brand Marketing Archives