Not so square these days

Scion is using widgets as part of the campaign to promote three new car models.

The widgets promote Scion's XD, XB and TC models. They will include commercial footage, polls and other interactive content. Widgets will be embeddable on blogs or social networking profiles.

The widget effort is Scion's latest effort to draw young car buyers and enable them to spread the word themselves.

Under the Scion brand, Toyota has tried multiple interactive executions: virtual worlds, campaign microsites and elective advertising. In particular, its Little Deviants and Want 2 B Square efforts have helped make the Scion one of the "coolest" Gen Y brands.

Successful campaigns are replicated to other brands in the Toyota suite.