Brand it Like Scion

Every few months there's a post here about the great marketing job that Scion does, from underground art events, DJ schools, smart stuff in Second Life and other cool and interesting things. No other car company comes close. Actually, few brands period are as good at it as Scion is, so they deserve the props.

Here's a good recent piece in the San Jose Mercury News that brings us up to speed on recent campaigns from the reigning champs of cultural branding, highlighting the extent to which marketing efforts are driven by the Web.

Besides its art shows, Scion also is sponsoring a series of free concerts by hip-hop innovators De La Soul. At auto shows, it hands out CDs full of sounds from new musicians and DJs.

But most of Scion's marketing work is done on the Web. Its own Web site, Scion.com, tells potential customers about the trio of cars it sells, but it also includes a calendar of events it sponsors around the country. The brand is very active on social sites such as Whyville and Second Life. And, on owner-created sites such as ScionLife.com, forums connect drivers to Scion car clubs and tell them where to find hot after-market parts from shift knobs to body kits.