Scion is searching for The Prospect -- is it you?
Scion has the kind of fan base and lifestyle integration that a lot of other automakers are still trying to figure out how to create (Ford Edge clothing, anyone?). Scion appears to have a lock on who their fans are and what they want, and then constantly works on new ways to give it to them. Now they're doing it again with The Prospect: Rise of an Unsigned Emcee.
The contest's website is here, complete with all the rules and requirements. You have until August. Now what rhymes with "Rollin' in my xB. . . ."
[Source: Brandweek]
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Reader Comments (Page 1 of 1)
P to the C 11:53AM (4/17/2007)
I thought Scions fan base was the 60-something retiree? What does gramps know about rappers?
Scion may be shooting for young and hip but they're hitting gramma and grampa.
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bmoredlj 12:05PM (4/17/2007)
Agree with #1; the average age of a Scion buyer is someone born back when an emcee didn't rap, but was simply the master of ceremonies. I've also seen the head of Scion; he's a suit, for gosh sakes.
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dskinner 12:08PM (4/17/2007)
Actually, Scion owners average 31 years of age (tC owners are typically 25), making it the youngest in the biz. Scion has done more for the Gen Y crowd than any other automaker and it has and will continue to payoff.
They may not be the fastest or most elite vehicle for first time buyers, but they are inexpensive, reliable and come well equipped.
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Matt 12:18PM (4/17/2007)
"Rollin' in my slow xB"
Yeah, dskinner isn't a Scion fanboy AT ALL... ;)
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Richie638 12:36PM (4/17/2007)
How about singing it in downtown Tokyo?
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Gregg W. 12:48PM (4/17/2007)
"Rollin' in my slow xB"
...sounds like Snoop Dog to me...
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Aki 12:55PM (4/17/2007)
Got to hand it to Toyota for their well-crafted marketing--they've created a nice lil niche in the Scion with some well-targeted branding. That said not sure about how a rapper-search would help them at all.
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DriftPunch 12:58PM (4/17/2007)
It must be regional (for the XB at least), as it appears that 4 out of 5 XB drivers are 40+ suburbanites here in the Mid-Atlantic. The customization crowd tends to go for final body style S10s and Accords.
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VMPhil 1:31PM (4/17/2007)
Scion Hosts\Sponsors a good amount of Hiphop events here in chicago. Its a good chance at 5 minutes of fame but i doubt any self respecting emcee would want to be known only for getting a record deal through Scion\toyota. for someone who is just looking for quick recognition and make money, this is the venue.
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IPSECTL 2:12PM (4/17/2007)
Toyota’s marketing arm is cleverly drilling away at the young professional/adult market with their Scion marquee. The Emcee is yet another approach to penetrate the counter culture that has become a permanent symbol of generation X and Y. The original idea of the Scion brand was to provide young drivers with an affordable, reliable, and style conscientious vehicle. Apathetic to the stoic nature of the traditional Toyota line, young adults were looking elsewhere for a hip ride. The marketing execs say the opportunity and enacted a plan. They figured once they attract the young buyers and start to build loyalty, these drivers will return to Toyota for future vehicle purchases. Particularly, more expensive vehicle purchases of the Lexus variety. Subtle plan, but does it work?
With college graduation at its peak, the number of young adults with money to spend is multiplying each year. Such capital combined with Generation X/Y's desires for surface value -glitz and glamour-sets in place a very realistic business plan for selling Scion drivers more expensive vehicles in the future. More money equals more discretionary income. But yet again, does it work?
As a college student, I was one of the first in my area to purchase an XB. Three years later, I'm gainfully employed as an IT professional and have recently decided to upgrade my XB for, well; you guessed it...A Lexus IS250. Congratulations Toyota for successfully executing a clever marketing plan.
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lalaland 2:47PM (4/17/2007)
IPSECTL...Hmm.
Someone wants a job working IT for Toyota.
Talk about a fanboy.
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IPSECTL 2:57PM (4/17/2007)
Yea, Thank your reminding my of my true intentions. As a matter of fact, I wouldn't mind working for Toyota's IT operation. Unofortunately, most of their IT is located in Alabama-a state I certainly don't want to intentionally visist. Actually the IPSECTL is in reference to the IPSec encryption protocol and my winter beater- an older Acura TL.
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dskinner 3:44PM (4/17/2007)
#10: Toyota's plan with Scion has worked as expected. You are one of the 78% or so that has returned to Toyota to purchase another product. I fall in that percentage as well. In June of '06 I purchased an xB for my wife. Then in December, I purchased an MR2 Spyder for myself. Before Scion, I was half-way interested in Toyota. Now, I own two.
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CJ DUB 1:52PM (4/18/2007)
Geez Toyota invented target demographics now?? BAAAAHAHAHAHA. I guess they never heard of the FORD MUSTANG, the 40+ years sales history of which is nicely encapsulated in the first two paragraphs of this story, if you replace Scion with "Mustang". What a joke Scion is.
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Recury 3:39PM (4/18/2007)
If Scion were really "hip", as the old guy who works for Toyota's marketing department claims above, they would know that hip-hop isn't cool any more and that kids these days are all about the urban techno.
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