Scion is making effective use of the Internet by using live chat to attract the 18-24 year old audience. Also part of the campaign are microapplication ads that allows consumers to stencil designs over pictures of the Scion.
“Chat is a popular medium for the 18-to-24-year-old demographic, so we decided to try it out,” said Scion Sales Manager Brian Bolain. “This generation grew up with computers. They use AOL Instant Messenger and cell phones. We decided it was time we responded to them in the way they are accustomed to.”
The on-site chat is powered by LivePerson and Scion says it is getting hundreds of conversations a week. Prior to the chat, users are asked a few question, one of which is where they live. Interestingly, Scion found that many of the chatters reside in areas where Scion is not even available providing valuable information for dealer expansion plans.
