CASE STUDY | FR-S LAUNCH FOR SCION

The return of the affordable sport coupe means one big party.

Toyota had their goals set on taking back a category they once owned with the all-new Scion FR-S.

Beyond was tasked with providing a variety of marketing initiatives from racing programs, new and current owner engagement events, media previews and unique ‘historical’ activations that included education for past vehicles that carry the DNA of the FR-S.


BEYOND SUCCEEDED BY:
• Identified and enlisted key influencers to promote and amplify message
• Facilitated a nationwide 'casting" for the first 86 for a private meet and greet with Scion elite.
• Produced various events including a special media preview and SEMA tour for all new and current FR-S owners


THE RESULTS…
Beyond helped to ensure that FR-S was named Sport Compact Car of the Year by various magazines, sanctioning bodies and tuners alike.

With the launch of the highly anticipated sports coupe, Beyond has solidified Scion’s foothold in the youth tuner market by becoming the ‘Hottest Car of SEMA’ as named by SEMA two years in a row (2012, 2013) and continues to expand their owner base at an unprecedented rate.


SUCCESSES
• 8.6 million impressions
• Secured over 40+ press coverages


Project Details

  • Client:
  • Scion
  • Category:
  • Fabrication, Social Media, Lifestyle
  • Date:
  • 2012