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Virtual World Marketing

Toyota Scion Makes 4th Virtual Debut

— August 17, 2007 — Autos
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."

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