Gaia Partners With Scion and Millions of Us
- by Karl Greenberg , June 21, 2007
Scion is a client of Millions of Us, a media agency specializing in virtual worlds, which yesterday announced its own partnership with Gaia. As a result, other Millions of Us clients that could thus show up in Gaia include Warner Bros., 20th Century Fox, Comcast, Electrolux and Microsoft.
Scion will offer Gaia members virtual versions of Scion cars, that they can "buy" with Gaia Gold, a virtual currency, and customize.
As part of the program, Gaia members can go to a Scion Garage in the Gaia world; customize the cars with virtual wheels, decals, fog lights, and other after-market accessories, including things like wings and earrings; and then "buy" the cars with Gaia Gold, a virtual currency. They can then compete with their cars in races, shows, and other events.
Gaia says it is the fastest-growing social networking site for teens, and claims 2 million visits per month. The San Jose-based company says people spend two hours on average at the site. Like Second Life, another virtual world online, members choose avatars, and homes.
Adrian Si, Scion interactive marketing manager, says Scion will roll out a multi-phased program with Gaia, with more programs for other Scion vehicles this year, and that Scion has a similar deal with another virtual world, although he wouldn't say which one.
Scion began immersing its brand in virtual worlds last year--first in kids' site Whyville, and later in Second Life.
"It isn't so much that we want to have virtual versions of the cars, but that we want to have influencers interact with the brand," he says. "Virtual communities are what's next in 3-D Internet. So, it's great for us."
When the company unveiled its redesigned xB car at the Chicago auto show this year, it ran a parallel press conference simulcast in Second Life, including an avatar version of Scion marketing chief Mark Templin.
Si--who explains that Whyville members are 'tweens, between the ages of 8 and 14, Gaians are in their late teens and 20's, and Second Lifers are in their 30's--said Scion's message isn't wasted on youth who are too young to drive.
"Research shows that kids as young as 8 are already thinking about cars," Si says, noting that Scion does no explicit advertising within or without virtual online worlds.
Rather, word is spread via billboards and email, or community announcements. A top-down view of Gaia shows the Scion Garage. He explains that the kinds of customized parts and accessories Scion offers in its garage reflect feedback from community members.
ROI isn't measured in dealer referrals. "In the virtual community you have to think of engagement, not sales. If they buy a virtual car, they are engaging with the brand; the second thing is that to a certain degree, you can track quantitative results: you can see how many people visited, how many people customized and bought vehicles, and you can track what people are saying about the brand."
On Second Life, Scion ranked second out of 21 companies because of members' ability to trick out their digital cars, he said.
