Client Scenario
In 2006, GM’s Pontiac division wanted to reach design-savvy demographics that include opinion-leading car buyers. Rather than simply advertise to Second Life residents they wished to connect with them in an engaging, decentralized way.
Approach
A SWAT team was formed made up of Millions of Us, Campfire and Leo Burnett Detroit. The team’s counsel to Pontiac: “Don’t build a chest-thumping monument to your brand, but instead celebrate car culture, and you’ll own the category”.
The result is Motorati Island, 96 acres of land devoted to the glories of car culture: drag-strips, mod-shops, auto fashion, monster truck races and bumper cars. Car enthusiasts, as well as anyone else who had the desire to build something they could call their own, were invited to start their engines. It provided an avenue for residents to celebrate their love of driving, bringing their vision to life – with a little help from Pontiac.
Results
Motorati Island is the most highly-trafficked “corporate” sim in Second Life. This traffic volume is enhanced by head-turning engagement numbers: the build is extremely successful at retaining visitors, providing lengthier interactions with the Pontiac brand.
Critical acclaim in the press – along with a live Second Life appearance by Jay Z on the Jimmy Kimmel show on Motorati Island – provided ample short-term ROI. Motorati’s durable value is found in the growing community of brand evangelists who blog frequently about Pontiac, its far-reaching understanding of car culture, and its forward-looking vision of customer engagement.