At the 2013 Chicago Auto Show, Scion will be playing up its reputation as Toyota's youth-oriented brand with its display of the sporty Scion FR-S together with a modified, track-ready two-door version that will join the 2013 Toyota Grand Prix of Long Beach. In a press release, Scion said that social media will be emphasized during the show.
There will be an “interactive media counter” for every Scion FR-S, xB, tC, xD and iQ model on display. This counter has a touchscreen that offers information and “brand culture imagery.” There will also be a video setup that will show Instagram photos and Twitter activity in real time. This leaves some people to question the company’s reasons for focusing on the digital experience.
Another way that Scion could have accomplished this is to show phone-readable QR codes linked directly to Scion's website instead of bringing cars to Chicago. Another suggestion is for Scion to just live-stream the entire display over the Internet.
Some joke that Scion could have just showed a 3-D rendering of its vehicles. There are those who may disagree with what Scion is using for its campaign but it’s certainly one way to get the attention of the younger buyers.