Scion City's
Launch Party in SL

Toyota's Scion brand has formed its own online network, Scion Broadband, with five "channels" of content. And, separately, Scion has cut a deal to place its cars in the virtual world of Second Life, reports PROMO Magazine (via AdJab).

Scion Broadband carries short films, music videos, a Japanese anime cartoon series and stand-up comedy. The "Spotlight" feature will profile a new artist each week. A new film will premiere each Friday. And the site's Music channel will carry live shows, videos of emerging artists and documentaries.

Toyota has also built a Scion showroom in Second Life. Scion's new domain, called Scion City, sells three virtual car models for $300 Linden dollars each and also showcases the brand's real-life car models. Owners can customize their cars, and a Showcase Gallery lets players show off their designs. A virtual launch party on the site was so well attended that Scion will host six more events, one every two weeks, to let players' avatars dance, hear concerts and test-drive Scions.

Scion sales have been strong. The brand sold 10,769 cars in the U.S. in November, following Toyota's record-breaking October, during which 12,344 Scions were sold.