"But there's no use for cars in a virtual world. Right? Everyone teleports or flies." There wasn't until Millions of Us and Scion teamed up to create Scion City, a Second Life island that housed the first virtual world car dealership, marking the first time a major auto manufacturer created a presence in a virtual world.
SL residents had the opportunity to not only purchase all three Scion models in the dealership, but in the spirit of Second Life and the Scion brand, also to make them their own. They were given tools to customize their Scion to fit their virtual personalities.
The campaign began with a "soft launch" of a single vehicle – the iconic Scion XB. We commissioned Second Life's most famous carmaker, Francis Chung, to build and program the car. On August 20, 2006 at the Second Life Community Convention in San Francisco, Millions of Us announced and filmed the Scion XB being driven out of the Real World and into the Virtual World. The event received substantial media attention, and its acclaim, buzz and praise was augmented with each subsequent release and event. The Scion brand and the act of online personal expression were seamlessly combined for audiences key to Scion – early technology adopters and the digital design community.
Millions of Us
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