Scion reaching a young audience
It may appear counterintuitive, but Toyota says the promotion is working. Ten days into the campaign, visitors to the site had used the word “Scion” in online chats more than 78,000 times; hundreds of virtual Scions were purchased, using “clams,” the currency of Whyville; and the community meeting place “Club Scion” was visited 33,741 times. These online Scion owners customized their cars, drove around the virtual Whyville and picked up their Scion-less friends for a ride.
Waiting for youngsters to buy cars will be difficult, but they’ll certainly remember saving their ‘clams’ in Whyville and will appreciate Toyota’s sponsorship from a young age. I’m not sure they’ll influence much buying at this point, but the long term branding is priceless.
- Auto Industry Blog
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