Scion builds art site to gain hipster cred

12/22/2009 | MediaPost Communications

Scion has claimed a unique niche by targeting Generation Y hipsters, artists and counterculture types, and is seeking to grow that relationship with its new Scion AV Web channel, offering music videos and films. Unlike most automakers' mass-marketing efforts, Scion's Jeri Yoshizu said they're looking for smaller, highly targeted opportunities, like arts events or advertising on Comedy Central and Fuel. "We need to be in front of people more effectively," Yoshizu said.

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