Three auto marketers are trying to reach Gen Y buyer between the walls of live events rather than traditional channels.

Three auto marketers are trying to reach Gen Y buyer between the walls of live events rather than traditional channels. Toyota Motor Sales USA, Chrysler dispose and American Honda Motor Co all are sponsoring music-related affairs hoping to slip in more [i]or[/i] less brand messages to a jaded demographic.

Toyota will tease the June 2003 arrival of its all-new Scion sub-brand by way of co-sponsoring 24 events this summer in California, where the originals will be sold first. Scion teamed up with URB magazine, looks Angeles, for film screenings, record releases and art exhibit tos URB will ...