Scion is becoming animated as part of a new marketing venture that will integrate one of the automaker’s models in an upcoming episode of Frisky Dingo on Adult Swim, an adult-oriented programming slot on the Cartoon Network.
During the Oct. 29 episode of the animated TV series Frisky Dingo, Killface, a lead character (“an evil villain determined to destroy the earth”), will discuss his plans to conquer the world on a daytime talk show-within-the-show, Live with Mitzi and Verl. Host Verl’s interview segues into a discussion about Scion’s features, including video segments of the automobile, as Verl repeatedly confesses his love for the Scion tC model. In a tongue-in-cheek spoof of GM’s Pontiac giveaway on Oprah in 2004, Verl attempts to give each member of the studio audience a Scion, while poking fun at the obvious product integration.
“[Frisky Dingo] was a brand new show presented to the Scion team earlier this year and it resonated because it reflected the humor of the Scion target,” said Nancy Inouye, Scion advertising manager. “We thought it was a great fit for the Scion brand.”
The viewing audience of Frisky Dingo, which debuted earlier this month, was also a fit as Scion attempts to reach the 18-34 male demographic, Inouye said.
“We’re always looking for innovative and unique ways to connect with our audience because our audience does not connect with traditional advertising in many cases,” Inouye said. “The integration gives us the opportunity to position the brand and our product.”
Adultswim.com’s broadband outlet Adult Swim Fix will begin airing the episode today before it breaks on the network Oct. 29.
Meanwhile, Scion’s Cartoon Network integration is not the automaker’s first foray into branded entertainment. In the 2004 short film, On the DL, Scion followed hip-hop pioneers ?uestlove and King Britt as they applied for a driver’s license. The company has also teamed up with sports enthusiasts And1 by featuring Scion vehicles in And1’s Mixtape Tour show, which aired on ESPN in 2003 and 2004.
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