All the Joy of Shopping for a Car, But in a Video Game!

More branding and advertising news from that strange otherworldly other world of Second Life. American Apparel, of course, has been there for a while now. And there was that aloft hotel that they’re building there first before building them in real life. Now Scion is jumping into the virtual action by running a campaign of putting their cars into use in Second Life, allowing users to trick them out, just as they could at the dealership, and even hosting a release party. We’ve said it before, and we’ll say it again: we may not fully understand the draw of Second Life, but if this many companies are desperately trying to get into it, there must be some major appeal. Here’s some more of Toyota’s planning:

Second Life is only accessible for people over 18, so Scion also launched in Whyville, a virtual world for teenagers. Residents of Whyville can buy a Scion with clams (the local currency), customize the car and drive their friends around. Since Whyville has an educational slant, teaching kids about everything from science to money management, members can take out a virtual loan through the site’s Club Scion and Toyota Financial Services. Scion launched in Whyville in May and over 1,200 Scions have been purchased since.