Makena partnered with Metaversatility (a virtual design studio) to create a nightclub "tower" out of three "larger-than-life sized" Scion vehicles, the xA, xB, and tC models--complete with music, dance floors, hot tubs and transparent floors.

The construction lets avatars explore the interior features of each car in detail while creating a sleek, urbane space for casual socializing--arguably the "most popular activity" in There.com, according to Ben Richardson, Makena Technologies' vice president of business development. Members can also use Club Scion to host more formal community events.

"If we can't come up with a way to enhance the user experience through a marketer's offering, then we don't do a deal," said Richardson. He added that There.com's commitment to a quality experience is what keeps its 1 million regular users open to trying branded promotions.

As skepticism about the viability--and more importantly, the ROI--of advertiser spending in virtual worlds increases, the terms of this deal highlight what Richardson says is There.com's unique value proposition.

Makena works with marketers throughout the campaign, from planning and development to implementation and management, to ensure that the promotion gets enough user attention.

"We embed [marketers] throughout the world in strategic ways, rather than sticking them in one specific place and leaving it to them to drive traffic," said Richardson.

For example, interactive kiosks and billboards with Scion information will placed at various other in-world locations, in addition to Club Scion. Richardson added: "We know it works very well based on activity with current marketers."

Advertisers such as Capitol Music Group have already launched in-world promotions, ESPN's X Games features wearable merchandise, and MTV jumped ship from Second Life to develop virtual versions of "The Hills" and "Laguna Beach" TV shows in There.com.

Makena provides real-time measurements and reports on the frequency and duration of user interaction with a brand--but the immersive nature of the medium warrants additional key performance indicators, something that the company discusses with potential marketing partners in the development stage.

"It's the difference between watching a car drive in a commercial, and going to the dealership for a test drive," said Richardson. "There.com offers an engaged interaction, a greater sense of mindshare. So we can track the ROI and make changes if need be--but the goal is to create an experience that allows users to access products in a way that's never been done before."

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