Now that youth-savvy automaker Scion has defied expectation and failed to fail, everybody’s jumping all over each other trying to copy their streetwise marketing model. Next on the list of manufacturers looking to glom onto a preexisting youth movement that has nothing to do with automobiles is the new Toyota Yaris. Toyota has apparently decided that the resurgent DIY scene is going to be their ticket to success with the young ‘uns and they’re sponsoring a whole series of events under the name the YarisWorks Tour:
The YarisWorks Tour comes to Los Angeles under the guidance of Chad Brown (CB Brand/Kattwampus), Jed Maheu (former Sub Pop employee superstar/Radio Show Host) and the owners of Matrushka Construction (Beth Ann Wittaker and Laura Howe). We’ve also partnered with Felt Club and Meltdown Comics to support their Saturday Felt Club event. The events range from demos of DIY Soy Drinks to Recycling Vinyl and Record Packaging. In addition, the Ice Cream Man will be at all events giving away free ice cream!
Los Angeles events started today and run through 8/12. I usually prefer my DIY activities with a little less petroleum-burning sponsorship, but I’m sorely tempted to check out Sock Monkey Class.