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Forehead marketing
Scion paid a few people to tattoo their logos on their foreheads and roam the streets!
Scion vice president Jim Farley says: "You can't throw a banner up at an event and have $50,000 corporate vehicles there like GM does. It's not really viral." And so they started paying people to stick their logos on their heads. While the news sure is viral, is it getting any sales?
Scion says its hard to calculate how many sales viral marketing gets. My opinion? I think Scion is not making the best use of the tactic. Scion certainly is attracting a lot of peoples attention because of the novelty of the tactic. But its not making use of all this attention.
Scion should have published salesletters that compares prices and features of their cars. They should have disguised these salesletters as booklets. And then they should tell their forehead advertisers to give away these booklets to people.
Let the tattoo tactic win attention.
And the booklet persuade people to buy!
Also read: more viral tactics by car manufacturers
Email Post to a friendPosted on 6/23/2004 | Permalink | |
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