An interesting article in Mediapost.com describes Toyota's latest efforts to market their Scion car by getting involved with various virtual worlds such as: Whyville, Gaia.com, Second Life and There.com.
As the Scion car is targeting the GenY audience, Toyota's marketing strategy makes total sense. By going after GenY'ers where they gravitate, as well as offering interactive and social networking 3D elements that GenY'ers are attracted to, this strategy seems like a home run.
According to Mediapost.com here is an example of what citizens of There.com can do as part of Toyota's virtual presence. Members can modify not only virtual Scion cars, but also an in-world venue called Club Scion. The virtual club is a three-tower building that replicates, on a large scale, Scion's xA, xB and tC car models. The Club doubles as a vehicle tour and venue. Members of the club can socialize around music and virtual dance floors, seating, hot tubs and transparent walkways and ladders.
The extension of the club lets consumers create designs for the outside of Club Scion, and submit them to There.com, where they become the look of the club's exterior. The designs will be rotated on a regular basis.
In There.com, which attracts 13- to-24-year-old users, consumers will also be able to create, buy and sell their own versions of drivable, branded Scion cars, which were designed for the program by game developer Trilogy Studios. The cars can be personalized and raced in the virtual landscape.
3Dwalkthroughs.com gets excited every time another national brand launches a new strategy in 3D virtual worlds. We believe that we are heading very quickly to a 100% 3D internet, where 3D virtual worlds, social networking sites, 3D Walkthroughs and actual video will all be seamlessly integrated on the web.
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