Scion Campaign Has Personality-Driven Ads

  |  June 23, 2006   |  Comments

The technology, from rich media vendor Interpolls, updates ad content based on user interaction.

Toyota's Scion brand is running the same creative to promote all three of its vehicle models in a new campaign, allowing its audience to customize the rich media units themselves by interacting with the ads.

The HTML-based ads, which use technology from Interpolls, automatically update when a user chooses one of several options presented. For example, one ad asks users to choose a personality type that best fits them. Depending on the answer selected, the ad reloads with content from the appropriate Scion model that reflects that type. Once a user submits an answer, a results panel appears with more content related to the user's choice, such as additional images or video.

Using this technology, Scion can let its target audience interact with all three of its models in a single ad execution. And because users share information within the ad unit, Interpolls is able to serve a more relevant ad to users based on their interest and interactions, according to Peter Kim, Interpolls' president and CEO.

"Rich media is everywhere, so it's not about the 'wow' factor anymore. Our technology is all about results," Kim told ClickZ. "We give users a reason to interact with the ads, and we pique their interest with our questions. That's the true metric of awareness."

Within the ad units, users will be able to configure each of Scion’s three models, watch product videos, locate a dealer, or tell a friend about the site through instant messenger, utilizing either AOL Instant Messenger or Yahoo Messenger. The campaign is expected to run through March 2007, focusing on sites that reach a young and urban audience. At launch, the sites are appearing on Shockwave, Atom Films, Bolt, CarDomain, GameSpot, ClubPlanet, Planet Out, Savvy and UrbanRacer.

The results panel for Scion's ads also includes an RSS feed with the latest news from Scion, so the ad unit updates automatically when the feed is updated.

Interpolls can swap out low-performing ads without changing ad code on a publisher's site. That allows the company to choose the questions, subject to clients' approval, that create the highest-performing ads for clients, Kim said. Interpolls has worked with Scion since parent Toyota launched the brand in late 2003. Scion has used Interpolls ads in other campaigns for data collection, location-based offers by ZIP code, and product configuration, Kim said.

Interpolls has also recently launched a new unit with ad-synching technology, which it implemented earlier this month on Yahoo's home page for the launch of Disney's animated film, "Cars." The new format enables interactions between multiple ad placements on the same Web pages.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!


Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.


    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...