Toyota pushes 2011 Scion tC with extensive multichannel marketing campaign
By The Staff of Don Wood Scion, on September 17th, 2010
ATHENS, OH — Scion, a subsidiary of Toyota, has launched the second phase of an extensive multichannel marketing campaign promoting the brand’s 2011 tC. The initiative is aimed at young consumers and depicts the tC standing defiantly against Orwellian authority figures.
A 30-second TV commercial is the backbone of the campaign, though Scion is also tapping print and online platforms to extend the reach of the initiative. For example, the brand is launching an interactive game online and has purchased two-page placements in several art magazines.
“We want to cultivate affinity for the brand,” Owen Peacock, Scion’s national marketing and communications manager, explained to MediaPost. “[The campaign is] about making the experience enjoyable, bringing value and then if people want product information, specs, or dealer contacts, we can provide that.”
The first part of the Scion’s multichannel marketing initiative involved search engine pay-per-click ads for the keyword “the machine.” When consumers clicked on these ads, they would be directed to the official home page of the new tC.
“The new Scion tC is creating a lot of buzz,” said Jeff Wood, President of Don Wood Scion, Athens, Ohio. “It’s a dramatic re-engineering of a fun, sporty car.”
[Scion]
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 Don Wood Scion
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