Toyota Scion’s Screening Tour Teams Rock and Film Makers
Toyota is giving consumers a chance to vote on student-created music videos as part of its Scion xPress Fest promotion, which will award one grand-prize winner with $20,000.
Starting March 2, Toyota’s Scion xPress Fest is hitting the streets with a 10-city screening tour with finalists’ entries. At each stop, 300 consumers, including film enthusiasts and indie-rock loyalists, will vote for their three favorite videos. The three videos with the most votes will move on to an online judging phase, where consumers will decide who will make the cut to receive the grand prize. One voter will also win a new Scion xA.
Tour stops include Los Angeles, New York City, Philadelphia, Chicago and San Francisco. And starting April 17 through May 15, consumers can vote for their favorite video at Scionxpressfest.com. The grand prize winner will be announced in May.
Toyota launched the Scion xPress Fest last July, giving hundreds of students from 40 top film schools a chance to create music videos. Entries were narrowed down to 10 finalists last November. Each finalist received $7,500 to cut videos for one of several indie rock bands.
As part of the promotion, contestants were not required to incorporate the Scion xA into their music videos, although several filmmakers opted to, said Dawn Ahmed, national sales promotions manager at the Torrance, CA-based campus of Toyota’s Scion.
“We are looking to reach the independent film and music community, as well as aspiring artists,” Ahmed said. “From inception, Scion has looked to connect with under-the-radar talent and provide a forum to showcase their abilities. The Scion xPress Fest fits in well with this approach.”
Ads in publications in the 10 cities the tour visits will help promote. Street teams will distribute additional promotional items to draw consumers to the screenings. Regional and national DJs will help also promote the events. Inform Ventures, LLC, Los Angeles, handles.
