The company said that on Tuesday, it will launch an "island" in the digital South West district of Second Life. Inhabitants will be able to visit a virtual showroom and drive virtual Mercedes-Benz cars on a virtual track.
Mercedes will also launch the showroom with a concert.
At the showroom, Mercedes will have vehicle presentations, a stage and video screen for visitors to see films and TV advertisements. Visitors will be able to download a compilation of songs from Mercedes-Benz Mixed Tape collection for free, and every visitor will be presented with a virtual Formula 1 racing suit and a helmet as a gift.
But Mercedes, like others who market in Second Life, is also providing its own portal to the landscape, via www.mercedes-benz.com/secondlife. And during the launch of its Second Life presence, Mercedes will have a virtual PR person at the dealership for members of the media, or virtual doppelgangers of real reporters.
According to Linden Lab--the San Francisco-based company that created Second Life--there are 3,664,703 "residents," 1,253,228 who logged in within the past two months, and roughly 25,091 online at press time.