The document discusses how Scion integrated digital and traditional marketing to target young consumers. Scion used pop-up events, custom print materials, interactive content, and online videos to engage this audience between new product launches. This non-traditional approach made Scion a platform for creative interests beyond just a car company. It helped Scion gain momentum between launches and attract the youngest car buying audience, with 60% of Scion buyers purchasing another Toyota brand vehicle.

1. “The New Marketing Mix:
Integrating Digital into Traditional
and Vice-Versa”
Stephen Malbon, CEO of BON-USA
stephen@bon-usa.com

2. Creating the Scion Brand
• An automotive brand targeting the youth market
• A point of entry to the Toyota Motor Sales family
• A non-traditional lifestyle marketing pioneer

3. The Challenges
“The Fuel behind a Brand has
always been Product Launches”

4. The Consumers
“In a fragmented media landscape,
young consumers absorb media
from infinite sources”

5. The Advocates
“There is an „influence‟ shift
from celebrities to cutting
edge industry leaders”

6. Pop-up Locations and Events
• San Francisco
• Chicago
• Los Angeles

7. Content-Driven Events
• Thousands of Videos
• Millions of Views

8. Custom Print Materials
• Music Zines
• Lifestyle Magazines
• Artist-focused Web Brochures

9. Interactive Materials

10. Online Videos
• Millions of Views
• Broadcast Ready Webisodes

11. Digital Houses Traditional

12. Results
“Scion is no longer just a car
company. It is a launching pad for
the consumers‟ creative interests.”
• 60% of Scion buyers make next
purchase within Scion/Toyota family
• Scion gains momentum
between product launches
• Scion has the youngest
car buying audience

13. THANK YOU
Stephen Malbon, CEO of BON-USA
stephen@bon-usa.com