Virtual world There.com launches "Club Scion"
SAN MATEO, Calif., Aug. 9, 2007 -- Makena Technologies, creator of the popular social virtual world There.com, has launched Club Scion, a new in-world marketing campaign from Scion that features a large-scale, interconnected "tower" of the Scion xA, xB and tC car models that have been customized as sleek nightclubs, complete with music, dance floors, seating, hot tubs and even transparent walk-ways and ladders that let consumers explore the interior features of each car model in detail. Makena partnered with virtual design studio Metaversatility to create Club Scion.
"Club Scion is an excellent example of how There.com works closely with marketers to develop concepts that enable consumers to interact with products and brands in ways that have never been done in other mediums," said Michael Wilson, CEO of Makena Technologies. "We're well beyond banners and text ads. These are truly immersive marketing programs."
Club Scion was designed to pique peoples' interest with its unique presentation of the Scion car models, as well as to facilitate in-world socialization. The Club is available for There.com members to conduct community events or to access for casual social activities like dancing. Unique lighting and fog effects give the nightclub an urbane and modern feel. In addition, interactive kiosks are available to provide further information about the Scion product line and lifestyle.
"Scion understands the power virtual worlds can offer marketers when programs are implemented creatively and with a great user experience as the guiding principle," said Adrian Si, Scion interactive marketing manager. "There.com is a great choice for our newest virtual world venture and we think Club Scion is a fun way for the community to discover our brand. There.com members will better understand Scion's product attributes as they explore our larger than life-size car models."
There.com and "Club Scion" are available, for free, to anyone ages 13 and up with a PC and an Internet connection.
About Makena Technologies, Inc.
Makena Technologies is the parent company of There.com, a fully interactive, 3D online virtual world where members can customize and create their own 3D character, meet and hang out with friends in real-time using voice and text chat, build their own virtual homes, participate in events ranging from car races to paintball to fashion shows and even create and sell their own virtual items. There.com is a safe and exciting "PG-13" environment for ages 13 and up that has something to offer nearly anyone. Makena Technologies has offices in San Mateo, CA and Laguna Beach, CA. For more information, visit http://www.there.com.
Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models. The xD is an urban subcompact five-door, featuring a muscular stance and accentuated wheel flares. The xB, an urban utility vehicle, combines remarkable interior space with iconic styling. And the tC sports coupe surprises the buyer with the convenience of a hatchback and the luxury of a standard all-glass panorama moonroof, complementing the usual wide array of features on all Scions. For more information, visit http://www.scion.com.
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