Is eight-years old too young for a Scion?
Sibling site Adjab posted an interesting marketing ploy. Toyota Motor Co. is currently advertising its Scion brand on Whyville.net, a website frequented by eight to fifteen year olds. Why? Toyota's theory is that such youngsters will influence their parents' vehicle choices as well as be more pre-disposed to the brand once they're of driving age. Such strategies are not new: Cadillac and DaimlerChrysler both have their vehicles in video games played by teens and young adults. Toyota's strategy, though, is aimed at a populace who can't even drive let alone seriously purchase any vehicle.
However, the strategy may be working. "Scion" appeared more frequently on the site shortly after the program started and many visitors played with their virtual vehicles.
What's your opinion? New advertising method or money wasted on the fickle minds of youth?
[Source: New York Times via Adjab]
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Reader Comments (Page 1 of 1)
GhostDoggy 9:40AM (6/18/2006)
I seldom see a difference in maturity between 8 year olds and 18 year olds. I blame their parents.
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Darren 2:07PM (6/18/2006)
Well, Scion led a recent survey of auto manufacturers on how far their dollars reached. I can't remember the link, but Scion spent less money than any other brand to reach a greater number of people. They have chosen to pursue less common marketing ploys, such as sponsoring art and music programs. Seems to be working so far, who HASN'T heard of Scion?
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GrowUp 3:06PM (6/18/2006)
They must have hired the Joe Camel guy.
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Mark Mcelroy 3:27PM (6/18/2006)
Scion is just another ugly no style box with wheels And I'm happy to see only one or two on my daily commutes! I would not drive one even if it got 75 to 100 miles a gallon.
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Alex Zhao 4:06PM (6/18/2006)
its called the nagging factor
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Howard Kerr 4:58PM (6/18/2006)
It's sad, they have added the "nagging factor" to a product that a kid can't possibly buy for their own use. IMHO, this is sinking to new low.
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Rose DesRochers 5:17PM (6/18/2006)
Seesh as if children were not influenced enough by media.
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shiznannigan 5:55PM (6/18/2006)
This is silly. If 10-year olds played a part in the purchase of their parents' new vehicles, half the cars on the road would shoot rockets, and turn into a Tyranosaurus Rex at the press of a button.
I actually see this backfiring for Scion. Up until now, they've been trying to grab the serious tuner crowd (in terms of advertising, anyways). Are the tuner punks going to take these cars seriously if their little sister is playing with one on the family computer?
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OJWIZZYWISE 6:25AM (6/19/2006)
THE ALL NEW ACURA RDX
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John 12:57PM (6/19/2006)
Well, the Xb does look like it was designed by Fisher-Price... I can also see the day where the pink "Barbie Dream Scion" hits the market ! (GAK!) :(
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John 4:11PM (6/19/2006)
You guys are all taking this wrong. First of all, most of whyville's 1.5 million viewers are ages 13-16. Second of all, Scion made a "slow" approach to whyville. Only accomplished citizens of whyville whith a large amount of whyville currency can buy a scion. Most teens around that age are interested in cars and what kind of cars they want to have when they are sixteen and older. I think toyota made a good decision to advertise the scion xb on a popular website because the virtual scions are much like real scions. They are not free, they can be customized, and they have ups and downs that you need to consider so it is a perfect edition to the educational website.
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Hank 8:25AM (6/21/2006)
So does John work for Scion or whyville's ad dept?
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Dee 1:36AM (6/27/2006)
You know, my 4-year old loves my Scion ... so it's not a bad idea. But given the horrible experience I've had trying to get service for my Scion, even her opinion won't matter next time I'm in the market for a car. Back to Honda for me!
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Jim Bower 10:24PM (7/01/2006)
Thanks to John for actually doing a little research before posting - he is correct, Scion's involvement is more complex and sophisticated than just advertising. In fact, what Scion is really doing with Whyville is exploring a quite different way to engage the public with a product. The Scion supported activity in Whyville is fully embedded into a complex virtual / social world -- it just so happens that there is a synergy between Scion's marketing emphasis on customization and individual expression, and what whyville is all about -- Scion knows something that much of the rest of the commercial world doesn't yet get -- the interactive nature of the internet is fundamentally changing what a whole new generation of kids is expecting from media, and also from the products they buy. So, the key, and I think, interesting point, is not that Scion's marketing department has decided to invest in Whyville -- it is that that investment isn't really in the form of advertising as we have known it for the past many years. Scion sponsored an activity in whyville that involves its product -- the response of Whyville's users is directly related to the "involved" part. This is what the internet can do for thousands at a time, and whyville can do in particular -- whether for Scion or for the Getty Museum. The reason to do this in a web site for kids, is that kids are the ones that are driving this change.
Oh yes, and nobody named John works for us -- I know, I am CEO of Numedeon Inc. , which created whyville. :-) However, maybe I should offer John a position in our non-existant Ad department. lol
Just thought I'd throw in my $ .02
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automania 3:41PM (10/06/2006)
origial ideea. i like that
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