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TOYOTA CONTINUES YOUTH-ORIENTED PUSH FOR SCION

Pre-launch Efforts Include Club Parties, Record Release Events

Published on .

NEW YORK (AdAge.com) -- Toyota Motor Sales USA's Toyota unit continues its "pre-launch" effort for its Scion youth-targeted sub-brand with film screenings, club parties and record release events in California this summer.

The automaker partner

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for the events is URB magazine, an alternative music magazine covering hip-hop and DJ culture.

No vehicles are on display at the 24 small-scale events for buyers in their early 20s nor is any traditional media being used.

Scion-logo merchandise is being distributed.

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