Scion committed to a different way to move. With a social campaign built on Big Freedia’s bounce.
Social campaign concept · music video, iPad app, a video contest, sponsored events, a dealership contest, Facebook and Twitter.
Big Freedia’s rump-shaking, body-gyrating style was taking the Southeast by storm. The youth loved it. The rebellious at heart loved it. Even those with no booty to shake loved it.
So the idea was a social campaign built around her energy, selling Scion’s sleek, bold lineup. Its name: Put Your Booty in a Scion.
The energy
Hot, fresh and attention grabbing.
Her music and the dance moves that go with it were hot, fresh and attention grabbing. So: why not embrace the gyration sensation, and put her energy to work for Scion?
The video
Put your booty in a Scion and experience a different way to move.
First, an original music video with Big Freedia, her dance crew and every Scion model in the lineup, loaded with the energy of her live shows. The objective: a viral, booty-shaking cult following that would become synonymous with the Scion brand. It would go on YouTube, be posted on Facebook and be shared on Twitter.
The contest
Shake That Thang.
Second, a contest across YouTube, Facebook and Twitter: submit your most creative booty-shaking dance moves, and anyone who liked the page or followed the account could vote. The winner would take home a butt-load of free Scion gear.
Last, with local radio in markets with Scion dealerships, an on-lot contest: whoever kept their booty on the Scion the longest would win that Scion. Free booty massages for anyone whose gluteus maximus wasn’t strong enough to stay in the game.
