Second Life's Scion City

Toyota's Scion brand has set foot in There.com, making it the fourth virtual world to host a Scion marketing campaign.

Already, Scion has entered Second Life, Whyville.com, and Gaia.com.

In There.com, Scion launched Club Scion, a three-story nightclub with dance floors, music and hot tubs. Designed by Metaversatility, each level reflects a different Scion model, which include the xA, xB and tC, according to MediaPost.

Scion tracks virtual ROI through online chatter. The brand's Scion City in Second Life has generated 10,000 blog posts from April to June and is the third most recognized brand behind Reuters in SL awareness.

Each virtual world lends itself to a different marketing strategy. In Whyville, where users tend to be fall between ages 8-15, the company launched a kind of virtual driver's ed. And since There.com is populated by those in their late teens, Scion made sure to create a more provocative social environment.