Scion has adopted an online strategy that eschews reach in favor of niche, reports ClickZ.

The car maker uses display ads and more on sites that reach urban audiences like Blastro.com, HipHopDX and others. It also works in tangent with them on efforts deeply woven into content, as a way to make it attractive to respective site readership. Those range from photo galleries to social networking profile pages proffering interactive features.

Scion's overall goal is to get people talking about the brand. To achieve that, it not only works on online executions but also in-theater and outdoor work.

Spending on traditional TV advertising has dropped as a result.