Scion uses widgets to promote three models

Never one to shy away from an experimental marketing technique, Scion has created shareable appliance to promote three of its makes. The Toyota division partnered with rich media firm Interpolls to create and distribute the appliance to sites including Gamespot.

The appliance allows spectator to click mental image of the Scion XD, XB and TC to view antecedently used video creative from Scion federal agency Attik, or engage with polls or triviality content. True to appliance form, the ad can be reposted to users' Web pages or sociable networking profiles.

Scion has a long tradition of using non-traditional media to promote its brand and reach younger consumers, having launched its own virtual world environment and established virtual presences on WhyVille, Second Life and There.com. Its online ad buys have tended to mark urban niche sites like Blastro.com, BlockSavvy.com, Streetfire.net and HipHopDX.com. The company has also worked with Interpolls before to create interactive HTML-based non-shareable ads.

Toyota views its experimental marketing enterprise for Scion as a test bed for its other trade name, Adrian Si, Scion interactive marketing director, told ClickZ in Aug.

"For our brand we're not just after the youth demographic, but the trendsetting youth. We're look for them to spreading the Gospels about our brand," Si said. "Part of our job is to investigate new ideas and non-traditional media, and pass those acquisition on to our sis companies."