CLIENT: SCION    |    ROLE: MEDIA STRATEGIST

I was asked to develop the media strategy for refer-a-friend program for Scion, in which current Scion owners would collect points for cash prizes for referring people to purchase a Scion vehicle, themselves becoming advocates. The program was called TAG -True Advocate Groove, and also a nod to the fact that the structure of the program resembled the game of tag, in that, when you’re tagged, you’re it, you’re now one of them. Because of the unique demographics of the typical Scion owner, I created an online campaign that utilized current social networking opportunities. Scion owners managed their own points on their personal online page - that page generated a widget that lived on their social web page (Myspace, Facebook, Gmail, etc.) allowing them to maintain their relationship to the Scion brand. Cash prizes varied, although as much as possible, drove people back to the dealership by way of service certificates, after-market accessories, etc.