Scion's Co-Created Brand Hijack Attempt
On Saturday afternoon at SXSW, Scion, the upstart youthful skewing car brand from Toyota, pulled off a co-created brand hijack by staging a semi-exclusive free music showcase for daKAH, a 70 member strong hip-hop orchestra.
Alex Wipperfurth, author of Brand Hijack, defines the co-created hijack as, “… the act of inviting subcultures to co-create a brand’s ideology, use, persona, and pave the road for adoption by the mainstream.” And yesterday, Scion seeded itself amongst an early adopter market of 750+ influential and leading edge musical provocateurs by providing them an experience they otherwise would not have experienced.
Double G daKONDUCTOR is right … no record company in its right mind would fly out 70 musicians for a 90-minute showcase. But daKAH is a band worthy of notice and it wouldn’t surprise me if daKAH becomes the next Polyphonic Spree. After all … it was SXSW 2002 where Polyphonic Spree was discovered by influential, leading edge musical provocateurs at a music showcase.
The question is … has Scion bet right and will daKAH blow-up like Polyphonic Spree did? And if daKAH does blow-up (as I think they will), how tightly associated will Scion be with music’s newest 'it' band?