It's incredibly refreshing to see a viral marketing campaign from a company that appears to truly "get it". Scion launched a new viral campaign through ScionSpeak.com that invites Scion enthusiasts to create their own custom crests using the Scion logo and other graphics. Once a crest is created, it can be used as an avatar on social networking sites, forums and so on.
The best part of this campaign comes from the people behind it from StrawberryFrog out of New York. Check out some of these quotes from Kevin McKeon, ecd, StrawberryFrog:
"The idea was that these guys are the people that everyone else pays attention to with their blogs, car clubs and organizations."
"We're letting Scion enthusiasts be our marketing plan."
"It's the right way to do social media, which is to join a conversation in progress as a brand and enrich that conversation. What a lot of people do is create a fake MySpace page and try to draw people to it. These days, people see right through that. It's all about finding a community already out there."
This is an organization that really understands viral marketing and the strength of user-generated content and the social web. Kudos to StrawberryFrog. If only more marketers would take the time to "get it".
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