SAN MATEO, Calif., July 21 /PRNewswire-HISPANIC PR WIRE/ — Makena Technologies, creator of the popular social virtual world There.com, announced that Scion will expand upon its already successful marketing campaign in There.com. Scion will introduce each of its concept cars — the FUSE, t2B and Hako Coupe — as drivable, customizable vehicles for members to own and drive in-world. Additionally, Scion will be offering significant user enhancements to its popular Club Scion virtual nightclub, as well as an expanded line of virtual Scion clothing for There.com members.
“The Scion campaign is a testament to the power of marketing within a virtual world,” said Michael Wilson, CEO of Makena Technologies. “This is a great case study of how innovative marketing within a virtual world can pay off in spades for a brand.”
Scion has been running a campaign in There.com since August 2007, when the company introduced a concept that featured a nightclub inside large-scale Scion xD, xB and tC models. This allows members to engage in social experiences while immersed within the Scion brand. Since its creation, 20,000 There.com members have spent nearly 3,000 hours inside the Club. This demonstrates substantial user engagement with the Scion brand as each interaction averages about nine minutes. Interactive Scion kiosks have been accessed 93,000 times and 21,000 Scion-branded virtual items have been sold.
“The Scion experience is very popular within the There.com community, and the new campaign will be incredibly exciting,” said Wilson. “Scion has continued to demonstrate its leadership in interactive marketing, and understands extremely well how to create a successful virtual world experience with its brand.”
“The marketing potential that virtual worlds offer Scion is truly unique,” said Adrian Si, Scion Interactive Marketing Manager. “Virtual worlds fit our target customer perfectly. Makena is a great partner that helps us visualize the possibilities.”
To develop the new components of the Scion campaign, Makena Technologies partnered with Metaversatility and Trilogy Studios.
About Makena Technologies, Inc.
Makena Technologies is the parent company of There.com, a fully interactive, 3D online virtual world where members can customize and create their own 3D character, meet and hang out with friends in real-time using voice and text chat, build their own virtual homes, participate in events ranging from car races to paintball to fashion shows and even create and sell their own virtual items. There.com is a safe and exciting “PG-13” environment for ages 13 and up that has something to offer nearly anyone. Makena Technologies has offices in San Mateo, CA and Laguna Beach, CA. For more information, visit http://www.there.com .
Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion’s mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models. The xD is an urban subcompact five-door, featuring a muscular stance and accentuated wheel flares. The xB, an urban utility vehicle, combines remarkable interior space with iconic styling. And the tC sports coupe surprises the buyer with the convenience of a hatchback and the luxury of a standard all-glass panorama moonroof, complementing the usual wide array of features on all Scions. For more information, visit http://www.scion.com .