Trend Hunter has mentioned real life marketing in virtual worlds before, particularly in Second Life. It's a huge advertising niche that is ripe for tapping into, and Toyota is right on top of it. The company's Scion brand has appeared in four virtual worlds, most recently in There.com where Club Scion was launched.
Scion has made its presence in Second Life, Whyville.com and Gaia.com and with no signs of stopping, it appears the ad techniques have been successful.
The three-story night club in There.com was designed by Metaversatility. It features a hoppin' dance floor where your avatar can shake her bootie, or, if you're looking to wind down and engage in some more intimate conversations, a hot tub is also ready for use at Club Scion. Each floor level is themed after a different Scion model (xA, xB and tC).
"Scion tracks virtual ROI through online chatter," said Marketingvox.com. "The brand's Scion City in Second Life has generated 10,000 blog posts from April to June and is the third most recognized brand behind Reuters in SL awareness.
"Each virtual world lends itself to a different marketing strategy. In Whyville, where users tend to be fall between ages 8-15, the company launched a kind of virtual driver's ed. And since There.com is populated by those in their late teens, Scion made sure to create a more provocative social environment."
Virtual World Marketing
Toyota Scion Makes 4th Virtual Debut
Trend Themes
1. Virtual World Marketing - Opportunity for businesses to tap into huge advertising niche in virtual worlds, like Toyota Scion did in Second Life, Whyville.com, and Gaia.com.
2. Real Life Marketing in Virtual Worlds - Using virtual worlds as a platform for marketing and engaging with consumers, evidenced by Scion's success in creating a virtual night club in There.com.
3. Virtual ROI Tracking - The ability to track ROI in virtual worlds through online chatter, exemplified by Scion's Scion City in Second Life generating 10,000 blog posts and high brand recognition.
Industry Implications
1. Automotive - Automakers can explore virtual world marketing opportunities to reach new and engaged audiences, as seen with Toyota Scion's presence in multiple virtual worlds.
2. Advertising - Advertisers can leverage the potential of virtual worlds as a unique platform for immersive marketing experiences, as demonstrated by Scion's virtual night club in There.com.
3. Technology - Technological advancements in virtual reality and virtual world platforms enable innovative marketing strategies and virtual ROI tracking capabilities, such as Scion's success in virtual marketing.