Scion Works with Ragtag Crew to Make iA and iM Videos
To celebrate (and promote) the new iA sedan and iM hatchback, Scion is joining forces with five new partners to create videos to appeal to its target audience—Millennials. Each partner will create a video demonstrating how Scion fits into their lives, as well as creating special swag.
The partners include hip-hop artist Joey Bada$$; Skybound, who created The Walking Dead, feature film AIR, and numerous comic books; professional skate team, clothier, and skateboard-maker Baker Skateboards; author and TV producer Eddie Huang; and LA-based clothing designer Stampd.
Video: Eddie Huang Hangs in a Scion iM
The first video in the series stars Eddie Huang (who is best known for his book Fresh off the Boat) driving around LA in a Scion iM. Huang takes us around the city, discussing the iM’s various features, such as dual-zone temperature control and 17-inch alloy wheels.
As Huang says, “The iM is dope and you can put a lot of gear into it.” He then drives to meet his personal trainer, Justin Norris, with whom he plays tennis and basketball to help him burn off the calories he accumulates from being a total foodie.
In addition to creating the promotional videos, the new partners will each offer something that draws from their varying talents, such as exclusive merchandise, concert tickets, and participation in special events.