At AMCI (Automotive Marketing Consultants Incorporated), I single-handedly introduced Scion and TMS to roller derby, resulting in Scion brand activations at roller derby events.

 

This marked the first time the brand engaged with a youth demographic that prefers punk rock and tattoos to hip-hop and DJs—an audience Scion entirely ignored up until that time. 

 

Scion now invests heavily in other forms of youth culture, beyond urban music and fashion, and continues to nurture the underground music, art and roller derby scenes, as seen in this recent poster below.

 

Strategy, Experiential Marketing, Brand Alliance