How Toyota's Scion Uses Online Content to Attract Young Car Buyers
Geoffrey PrecourtWarc
Launch season is primetime for automotive marketers. It's when they have something new to shout about, and when brands use these new points of interest at the heart of marketing programs.
Scion, Toyota's US entry-level car, has irregular launches; two full years can fall between the introduction of one line of cars and the next.
Most automakers have the resources to go out and buy enough GRPs to ensure exposure, but Scion's advertising budget is significantly less than most other US automotive marketers. And, because it...