SUMMARY: When Toyota launched its new Scion line this winter, it told dealers and distributors not to do any traditional ads at all. No TV, no radio, no print.
Instead, marketers had to create unique interactive campaigns to influence the influencers - 18 to 25-year-old male trendsetters in the urban and Hispanic communities. Learn how a regional team combined street teams and online ads to beat sales goals in the Southeast.
Includes creative samples and interesting tips on sponsoring live events for maximum impact in the trendsetter crowd.