Toyota launches new Scion models in Second Life

Toyota launches new Scion models in Second Life, real world

DETROIT (Reuters) - Toyota has launched two new models of its Scion brand -- in two lives at the same time.

Toyota launched a redesigned Scion xB and a new model called the xD in Second Life -- an online community with 1.2 million "residents" -- and at the Chicago Auto Show on Thursday, holding simultaneous press conferences in both the real and virtual worlds.

Second Life, run by Linden Labs, is an electronic universe where people's virtual representations, called avatars, can fly, teleport, **** and buy products and services.

Second Life users can log into kiosks in 'Scion City' and buy a Scion for 300 Linden dollars, or 1 U.S. dollar (51 pence). They can then customize it with real-world and fantasy accessories.

"We developed Scion City to connect with the trendsetters," Adrian Si, Scion's interactive marketing manager, said. "That's our target demographic -- people who do things first. Trendsetters are instrumental in promoting brands."

This is not Toyota's first tryst with online communities. Last year, the automaker also launched Scions in Whyville -- a virtual world created for tweens, mostly aged 8 to 15.

"These aren't direct money-making ventures for us," Si said. "But of course, if we can make a positive influence on the tween citizens of Whyville and they think of us when they get to a driving age, we would consider that a success."

Source: [url=http://today.reuters.co.uk/news/newsArticle.aspx?type=motoringNews&storyID=2007-02-12T094955Z_01_NOA235339_RTRUKOC_0_TOYOTA-SCION.xml&WTmodLoc=NewsLanding-C10-Motoring-2]Reuters.uk[/url]