13
“The New Marketing Mix: Integrating Digital into Traditional and Vice-Versa” Stephen Malbon, CEO of BON-USA [email protected]
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 ChallengesThe Fuel behind a Brand has always been Product Launches 4. The ConsumersIn a fragmented media landscape, young consumers absorb media from infinite sources 5. The AdvocatesThere 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. ResultsScion is no longer just a car company. It is a launching pad for the consumers creative interests. 60% of Scion buyers make nextpurchase within Scion/Toyota family Scion gains momentumbetween product launches Scion has the youngestcar buying audience 13. THANK YOUStephen Malbon, CEO of BON-USA [email protected]
