Shoehorning brands into social networks

Scion has a branded community on It’s hard to get excited about these kinds of deals anymore. Hollywood has done quite a bit of it with Friendster, setting up profiles for film characters and letting Friendster users link up with them. With Scion’s thing, you can look at pictures of the cars, comment on discussion threads and be part of a feedback loop to Scion’s marketing and product people. End of the day, though, where’s the value? Where’s the exclusive content?

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