We think Toyota’s Scion line is a collection of funky cars. Our neighbor has a black coup that looks like it going 50 miles an hour just parked in his driveway. And to hype the funk (we made that up) Scion has decided to launch a monster
Scratch Off campaign. We’re talking giant posters (33 feet by 78 feet) in eleven cities erected at
street level, so pedestrians can actually scratch off film to uncover funky Scions. As we understand the campaign from
Promo Magazine, nobody matches and wins a Scion, rather you just scratch. As you might expect, the posters are also supported by a website (yet to launch) and the distribution of hip-hop audio CDs and postcards to club hoppers, "We challenged our agency to find interesting and new ways to engage consumers," said Nancy Inouye, advertising manager, Scion. "Because Scion is about personalization and customization, this is a fun and interactive way to capture the audience."
Marketing Blurb is intrigued—we think.
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