For nearly a decade, Scion has been working overtime to win the hearts and mind of young, urban types. In doing so, the company has relied on a highly customizable lineup of vehicles, allowing buyers to express their creativity.
In fact, creativity has been at the heart of many Scion promotions, and the latest one -- dubbed "Motivate" -- is no exception.
"Motivate" is aimed squarely at "young entrepreneurs in the creative arts community". Judging from the video embedded above, that community includes fashion designers, visual artists, writers, and others who use outside-the-box thinking in their work.
Scion's vice president, Doug Murtha, thinks the "Motivate" promotion is a great fit for the company's brand: "Scion's customers have long been among the youngest in the industry, but many are also characteristically self-starters with strong interest in pursuing their passions.... Drawing on the unique strengths of our creative communities and Scion’s commitment to the arts, we designed a powerful way to support young entrepreneurs in pursuing their dreams. We hope to inspire young leaders to seize the day and succeed."
How's it work?
"Motivate" takes the form of a contest, which is open to folks between the ages of 18 and 35 (i.e. Millennials). If you fit the bill, visit scion.com/motivate, answer a few questions, and submit a short video describing your goals and what you need to achieve them. Applications will be accepted until January 31, 2013 or until 5,000 have been received -- whichever comes first.
The nice thing about "Motivate" is that, unlike some promotions that devolve into vote-driven popularity contests, "Motivate" applicants will have their submissions reviewed by professionals. They'll be judged on the clarity of their plan, their creativity, the plan's feasibility, its impact on the arts community, and of course, the potential for the project to generate social media buzz.
Fifty semi-finalists will be chosen to take part in a workshop for entrepreneurs, where they'll hone their pitches. Ultimately, up to ten finalists will receive one-on-one time with a personal business mentor, plus $10,000 in cash and a Scion vehicle to use in their business endeavors. (For a complete run-down of the contest, check out the official rules.)
If you think you've got the right creative stuff, visit scion.com/motivate to get started on your entry. And if you make it all the way to the finals, let us know -- we'd love a ride in your new FR-S. (That's what you'll pick, right?)