News

Toyota turns to kiosks for new product line

April 1, 2002

Automobile manufacturer Toyotais targeting the youth market with its new Scion vehicle line. And it has targeted kiosks as a way of reaching that demographic.

Toyota unveiled Scion -- which will be marketed as a separate division within Toyota dealerships -- in late March. To coincide with the announcement, the company launched an Internet campaign to market the cars. Scion's Web site, www.scion.com, will feature music downloads and articles that focus on youth culture.

As part of the campaign, the Web site is available on an interactive kiosk Toyota is displaying at the New York International Auto Show. Using a keyboard and mouse, users can scroll the Web site to access information on Scion.

Rick Bolton, founder and chief executive officer of Los Angeles-based advertising agency Fresh Machine, said Toyota is using the kiosks to collect information from show attendees who are interested in receiving more information on Scion. Fresh Machine designed the branding and screen experience for the Scion line.

Bolton said Toyota plans to use the kiosks at other upcoming automotive shows, but did not know if the company planned to take the concept any further.

The Scion line is schedule to launch in June, 2003, in California. The vehicles will be available nationwide within a year of its initial launch, according to Toyota.