SAN MATEO, Calif., Nov. 9 /PRNewswire/ -- Makena Technologies, creator
of the popular social virtual world There.com, today announced that Scion
plans to continue and expand on its successful campaign in There.com, with
a unique focus on user-generated content. Scion already runs a popular
venue in There.com called Club Scion, a large-scale nightclub setting built
inside each of the Scion xD, xB and tC models where members socialize,
party and can interact with Scion content and explore the car interiors.
To continue its successful marketing effort in There.com, Scion is
allowing members to create their own graphic designs to adorn the outside
of Club Scion. Members will create their designs and submit them to
There.com where they will be featured as the "new look" for the exterior of
the club. New user designs will be rotated regularly, keeping the campaign
dynamic.
"This initiative provides any of our members with the ability to paint
a huge Scion car, and really let their creativity shine. Club Scion is
about 100 feet high -- we can't wait to see what our members do with that
large of a design canvas," said Michael Wilson, CEO of Makena Technologies.
"Our virtual world is built almost entirely around user-generated content
and this campaign allows our members to continue that theme and contribute
directly to Scion's brand image with their own custom creations. This is
all about involving consumers with the Scion brand at the DNA level -- much
more so than they can through any other marketing channel. 3D development
studio Metaversatility, the creator of Club Scion, assisted Makena again in
extending Scion's campaign to enable member-generated designs."
Another unique component of Scion's extended campaign in There.com is
that members will now also be able to create, buy and sell their own
versions of drivable Scion cars in There.com. Makena Technologies has
partnered with Trilogy Studios, a leading developer of high-quality video
games and virtual worlds, to develop customizable and fully drivable
versions of Scion's xD, xB and tC, which will be made available through
There.com's free builder development tool.
"Scion is finding success through the unique marketing channel that
virtual worlds present," said Adrian Si, Scion interactive marketing
manager. "Taking our partnership with There.com a step further and allowing
their members to customize our cars is another interesting way for these
consumers to interact with our brand."