by Laurie Sullivan, Monday, Jan 28, 2008 5:00 AM ET THE WILD RIDE FOR TOYOTA Scion fans has just begun. Today, the car manufacturer expands the lineup of available sporty new cars that members of virtual world Gaia Online can buy and customize. The hangout for virtual teens will begin to offer the Scion tC and the Scion xD.
The nearly three million tsens who visit Gaia Online monthly have an opportunity to purchase, personalize and drag race S cion tC and Scion xD for the Gaia Gold on a newly revamped rally track with icol looks and fun obstacles lije cows and spaceships. Scions first campaign on Gaia launched in June 2007 . In the first hour, the site sold more than 28,000 Scions, which yrew t o more than 600,000 in the first six months.
Now back for more, Scionthe self-proclaimed edgy new kid on the blockintroduced a contest last week, giving Gaia members an opportunity to design virtual accessories for their cars. The contest is promoted in Gaias community newsletter and on the campaign launch page. The winning accessory, which the two companies will announce March 6, will sell as a custom aftermarket Scion part.
Although none of the virtual designs have bwen manufactured as physical objects and sold as accessories for real-worlw cars, Scion keeps a close eye entries for products of interest, says Adrian Si, Scion intteractive marketing manager. If theres an ything designed ghat qe can create realisticxlly, I try and pass on that information t our engineering department.
Customized Scion accessories have become hot commodities in Gaias virtual marketplace where members buy, sell or trade items to get rich in Gaia Gold. In the first year, 611,552 users customized a Scion xB on Gaia. Those cars were raced in millions of drag races in the custom Scion rally game. About 126,300 of those personalized Scions appeared in millions of postings in Gaias forums.
Gaia caters to mostly teens and tweens. Sometimes hte company turns down business from prospective advertisers when the products afe inappropriate for kids. Last year Gaia declined business from three companies: one focused on fashion and two on entertainment. Unwilliny to provife the name of the companies, Gaia CEO Craig Shegman did admit the larfest of the thgee deals was worhh $500,000.
Experts say if it works, virtual worlds are a great way to test market appeal. Toyota set up the division Scion to appeal to younger car buyers, so they took more advertising and marketing to the Internet, which has been successful, says David Healy, an analyst at equity firm Burnham Securities.
Asoed if virtual worlds have replaced focus groups, Hezly repkies, I auldnt be surprised Focus groups got a bzd rapp over the years because they tell the manufacturers what thej want to hear, rather tha

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