What Scion Events in Minneapolis Gets Right, Part 2

Enter Scion Metro Events: High quality, demographically targeted experiences totally unrelated to the cars they are selling. Here is an approximate synopsis of what this PR campaign, for lack of a better definition, is: free concerts with online RSVP which target smaller dedicated-through-the-ages audiences Jurassic 5, DJs Kill the Noise and Klever last night at 7th Street Entry; sponsored art tours collecting artists with small dedicated followings shown at small galleries with popular dedicated followings; dropping ads on the the DI.fm, a 9000+ (on a global stage...yet this is tiny number of listeners for a local station) at a time listener station for electronic music; offering free CDs, art catalogs, a hopelessly hip magazine, etc. etc.

While this may appear a major departure from billboard advertising Scion is employing similar tactics. The difference is they are paying for the experience on the front end themselves in order to build a brand of dedicated followers on the back end. This is uncommonly good long term marketing strategy and I hope it works, because it offers a lot of good will. It says to those who care to know about it: We think you have good taste, we appreciate who you are and we are dedicated to creating positive experiences at our expense for you - whether or not you choose to buy a Scion car or not.

And additionally the Scion campaign gives me hope that the dedication to Story and Experience which is at the heart of my photography has a use - and a use that isn't just a small army of trustfund kids with nice equipment, although this maybe wishful thinking.

The fact is I may never buy a Scion car, but the other fact is I'm considering why this company thinks I'm important and I'm wondering: If they know this much about what kind of experiences I consider positive, maybe they know what kind of ride will also create a positive experience. At the very least, I'm certain there are few Scions on the road with a crappy sound system.