Every company is a media company.
According to The New York Times, Toyota’s Scion brand is taking the EC=MC equation seriously.
Scion is acting very much like a record label, sponsoring a full campaign of record releases, videos and tour support for about 20 acts. Incidentally, it’s the exact thing I asked RJR’s Camel brand to do a number of years ago, but I digress…
Scion, unlike Camel, is also actively courting customers on TV.
Here’s a new spot from ATTIK in San Francisco:
“Our Release Series models set Scion apart from everyone else,” said Jack Hollis, Vice President Scion. “They epitomize personalization and customization, to the point where even Zeus is proud to show them off as part of his stable. He obviously has a lot of influence, so together with our partners at ATTIK, we put him center stage.”