Car Guy Nation/Scion "Road To SEMA" Case Study
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ROAD TO SEMA C A S E S T U D Y
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October 2012: A cross promotion between Car Guy Nation and title sponsor Toyota/Scion to launch the new Scion FR-S. This campaign documented across social media channels the vehicle build using participating vendor parts, then driving from New York to Las Vegas stopping for hosted parties at Scion Dealerships. Enthusiasts following along came to see the vehicle on display in their local town, eventually the car was positioned as a "Featured Vehicle" on display at the 2012 SEMA Show.
Transcript of Car Guy Nation/Scion "Road To SEMA" Case Study
ROAD TO SEMAC A S E S T U D Y
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Win on Sunday, Sell on Monday
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The Story : The Scion Road to SEMA
“The Build” (on our blog and social media)
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“The Build”
“The Build”
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“The Build”
“The Build”
“The Build”
“The Build”
On The Road (on our blog and social media)
On The Road
On The Road
SEMA: Vendor Testimonials
Steve Hatanaka, Scion Division, Toyota Motor Sales Lee Davis, Luna-C Clothing
David Borla, Borla Exhaust
Gary Savage, Braille Battery
René Wolters, Vredestein Tire
Tony Jackson, Eibach Springs
Steve Jardine, Johnstons Toyota/Scion
Brian Paravicini, Airaid
Adam Pitale, Adam’s Car Care
Post-SEMA: More Exposure
Autoweek Magazine
G4TV/Attack of the Show
The Result
Exposure Channels
Total Impressions
