I hear that edgy young dude got a new car

Toyota's latest marketing plan for the Scion is a great example of word-of-mouth marketing. They are purposely only targeting "edgy young dudes". In doing so, they're counting on them setting the trend and also talking about how cool their car is to their friends. Much more innovative than placing a full page ad in Newsweek or the like. I'd be interested to see how many Scions you see around town in about a year, and also if Toyota sticks with this subculture marketing or if they change directions and go mainstream.