Gaia Online, the fastest growing hangout for teens on the web, and Scion, a marque of Toyota Motor Sales, U.S.A., Inc., today announced a joint partnership that will enable Gaia members to buy and customize virtual versions of Scion cars. Beginning with the virtual Scion xB available today, Scion is the first auto maker to introduce its vehicles to the more than two million teens who visit Gaia every month.
After getting their virtual Scion xB, Gaia members can 'pimp their rides' with customizable options such as wheels, decals, fog lights, tail lights, spoilers and more. Gaia members can also compete in and socialize at drag races, join forums dedicated to car culture, and nominate their cars for accolades within Gaia's arenas. Enterprising members can trick out and sell cars in Gaia's marketplace for Gaia Gold, the currency of the Gaia economy.
"Teens spend hours every day on Gaia because there are endless opportunities to have fun, socialize and express their creativity. Customizing Scions is an exciting new way for our members to do all three," said Craig Sherman, CEO, Gaia Online. "Teenage obsessions with cars go back more than half a century, so bringing Scion into the Gaia community is a great new way to fulfill that interest."
Gaia Online is a fun, social environment online where teens can make friends and express their individuality through customizable avatars and homes -- and as of today -- cars. The site combines elements of social networking, virtual worlds, casual gaming and narrative entertainment. The Gaia community boasts more than two million unique users per month (up three fold from a year ago), with members spending an average of more than two hours on the site per day. Gaia's forums have exceeded a billion postings with a million new posts being added each day, and the Gaia economy sees more than 190 million in Gaia Gold transactions per day.
"We've had great success reaching virtual world visitors who might not be familiar with us otherwise. Gaia Online is a fantastic next step in our approach," said Adrian Si, Scion interactive marketing manager. "Gaia offers a community of young, creative people who seek customization and fun, so it's a perfect match for the Scion brand."
Beyond the Scion personalization options, drag races and other features available today, Gaia will introduce new ways to modify cars and activities involving vehicles in the future.
"Gaia has created immersive experiences for sponsors around New Line Cinema's movie The Last Mimzy and Time Warner's movies Gracie and Nancy Drew, and the uptake by Gaia members has been phenomenal. We believe these sponsorships represent some of the highest engagement between brands and online communities on the web, and we expect the same kind of intense interest and participation for the Scion partnership," added Sherman.
About Gaia Online
Founded in 2003, Gaia Online is the fastest-growing hangout on the web. Millions of teens come to Gaia every month to make friends, play games, watch movies in Gaia's virtual theaters, and participate in the world's most active online community. Gaia provides a fun, social environment that inspires individuality and creativity. With everything from art contests to discussion forums on poetry, politics, celebrities and more, to fully customizable profiles, digital characters and cars, Gaia is a place where teens can create their own space and express their individual style.
About Scion
Scion is the newest line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc. 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 Scion xD is an urban subcompact five-door, featuring a muscular stance and accentuated wheel flares. The Scion xB, an urban utility vehicle with an iconic shape, combines remarkable interior space with aggressive style. And the Scion 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 www.scion.com
Gaia Online is a trademark of Gaia Interactive, Inc. in the United States and other countries.
Source: Gaia Interactive, Inc.
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