Scion has seen some tough times recently after their manufacturing plants in Japan were ruined by tsunamis. In order to increase production and purchasing of the brand, Scion has come up with an iPad application targeting college students. The application is a game that takes the player through progressively harder levels in attempts to gain $1,000 off the purchase of a new car.
This is an interesting and possibly profitable media investment for the company. College students are very techno-savvy and play computer games every day. College students are also continuously seeking ways to save money, especially on big ticket items like a new car. If I were in the position where I needed to buy a new car, I would be extremely interested in the Scion because of the discount.
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