Source: Collective Conversation
I recently heard from a friend (and later read over at my friends at MediaPost) that Scion recently launched a high school program where studetns from 8 cities are challenged with developing a marketing program for a new Scion and have the chance to win $5,000 of school suplies. I'm a huge fan of campaigns that engage the desired audience to help in developing programs that they believe their peers will enjoy and interact with. Scion has been a strong user of word-of-mouth and buzz campaigns grounded in authentic youth culture and substance, and this is yet another proof point that the company "gets it." The campaign is following a "bracket style" competition with players put against others and making it further into the rounds. It looks like the company intentionally selected smaller cities, probably to showcase the power of local marketing programs (versus big national spends that are really expensive).
I recently heard from a friend (and later read over at my friends at MediaPost) that Scion recently launched a high school program where studetns from 8 cities are challenged with developing a marketing program for a new Scion and have the chance to win $5,000 of school suplies. I'm a huge fan of campaigns that engage the desired audience to help in developing programs that they believe their peers will enjoy and interact with. Scion has been a strong user of word-of-mouth and buzz campaigns grounded in authentic youth culture and substance, and this is yet another proof point that the company "gets it." The campaign is following a "bracket style" competition with players put against others and making it further into the rounds. It looks like the company intentionally selected smaller cities, probably to showcase the power of local marketing programs (versus big national spends that are really expensive).
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