As the youth brand subsidiary of Toyota, Scion will be on the spotlight as the automotive sponsor of the largest electronic and techno music festival in the world, the Movement ’08. This year underscores the first year that Scion has been officially associated with the respected, Detroit-based music festival. With the opportunity to engage consumers and support the creative community, Scion executives and local dealers visualizes the Scion’s sponsorship as the ideal move for the brand.

"Scion has the youngest demographic in the automotive industry, so to be involved in a festival geared toward Generations X and Y is a marketer's dream. Our brand is seen as hip and vibrant, and there won't be any more energetic city in America, than Detroit, this Memorial Day weekend,” says Julie Hoermle, regional manager at Scion.

Scion will be put up a 20-foot-by-40-foot tent, near Hart Plaza at the 2008 Movement site of the three-day festival. According to some reports, the tent will feature a lounge, game stations and just a few, strategically-placed vehicles.
 

"Our goal is not to inundate visitors with a sea of cars. Young people are entirely too savvy for such blatant product displays. They're at the festival to enjoy the music and the city. Our tent will be a place to hang out and relax, within earshot of terrific, live music," added Hoermle.
 

Movement '08 will begin on May 24-26. The three-day music festival will showcase over 70 artists on four stages. Movement draws approximately 45,000 fans of techno and electronic music annually in its ninth year along with a momentous percentage coming from other states and countries.