iQ on Youtube
With the launch of Scion’s iQ, its first new model in 3 years, Scion Toyota is targeting 18-34 year olds by a creating a series of 12 brief skits called “Park”. Available on Youtube and on the main page website, http://www.scion.com, Scion hopes to generate e-marketing buzz from their youthful target market using a more fun, youthful, and comedic approach.
In the words of Mr. Peacock, Scion’s national marketing manger, “The iQ is going down the digital marketing trail”, “but we’re not forgetting about television, print and billboards because at the end of the day, the customer does not buy virtually”.
As around 75% of Scion’s buyers are new to the Scion brand, I agree that it is important to generate social media buzz for the new iQ. However, aside from introducing the iQ on Youtube, I feel that Scion should also focus some of its efforts on other social mediums like Facebook and Twitter. In a youth-oriented world where most people in the 18-34 target market have smartphones and are able to browse on the Internet at any time, it is important for the Scion to proliferate on all social media channels.
Regarding marketing on television, I feel that there is a downward trend in consumers of the 18-34 age group watching television. I feel that billboards will only serve to generate awareness and credibility, but not sales.
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