DETROIT — Scion, the "youth brand" of Toyota, has signed on to sponsor the Movement 08 electronic/techno music festival here over Memorial Day weekend. The festival is billed as the largest of its kind in the world and attracts some 45,000 spectators and 70 artists on five stages in the area of Hart Plaza in downtown Detroit.

Scion Regional Manager Julie Hoermle called Movement 08 "a marketer's dream" since it, like the cars Scion makes, is geared toward Generations X and Y. Rather than mount a traditional car-based display, Scion plans to offer a "lounge" and gaming inside a 20-by-40-foot tent during the event, which takes place May 24-26. Well, there will be a few "strategically placed" cars, Scion says.

Among the performers scheduled to appear are groups with names such as Dubfire, Ectomorph and Soundmurderer. Full details of the performers and other activities can be viewed at Movement '08's Myspace page.

What this means to you: Scion continues to outpace other automotive brands — actually, most product manufacturers of any kind — with its ability to reach a target market. — Laura Sky Brown, Correspondent