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LOS ANGELES (AP) - When Toyota Motor Corp. wanted to promote its new Scions to young buyers, it turned to one of the growing number of digital design companies doing business in the popular online universe "Second Life."
The firm, Millions of Us, conjured up Scion City — a futuristic urban island with a dealership that sells the cars and a racetrack where consumers' online personas can take them for virtual test drives.
"The goal is to build a community in 'Second Life' that is really engaged and really excited and really involved," said Reuben Steiger, 35, chief executive of Sausalito-based Millions of Us.
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