Scion Targets The Counterculture Carefully (Q&A)

MEDIAPOST — How does a car company go after counterculture artists and fans with programs in art, music and film? Carefully. Scion's lifestyle, events and promotions manager Jeri Yoshizu is putting a lot of those delicate eggs in an interactive basket with a new site, Scion AV. Scion AV is kind of a multi-discipline arts site that has a "six degrees of separation" feel, per Yoshizu. The Torrance, Calif.-based division of Toyota is adding a raft of music videos to the site, which Scion also produced. Yoshizu fields questions on the Gen Y (and Z) target for Scion and how the company is using the Web and dozens of small monthly events to get the message out...