Around the Net

Digital Scions Engage Consumers By Scooting Away

  • Adweek, Wednesday, March 19, 2008 11:15 AM

As pedestrians approach storefront windows near Millennium Park in Chicago and Bryant Park in New York, they may be surprised to see the Scions displayed on digital billboards moving away from them. The displays are part of Scion's "Out of Reach" push launched over the weekend for its limited tC Release Series 4.0.

The Toyota brand is only selling 2,300 of the vehicles, but hopes to use their elusiveness to further position the nameplate as cutting-edge and drum up some word-of-mouth buzz. Scion has established a cult following through its association with hip culture and music. Its interactive strategy has tried followed a similar path.

"The more we can involve people in the marketing, the better," says Simon Needham, creative director at Attik, which created the month-long campaign with technology company InWindow Outdoor. Attik has also launched a campaign site, www.scion.com/rstc, and an online display ad campaign.

advertisement

advertisement

Read the whole story at Adweek »

Next story loading loading..