Toyota Scion Wins eLab eXchange Virtual Worlds Prediction Market!

Among the 14 companies in the eLab eXchange Virtual Worlds prediction market,our panel of experts judged the Toyota Scion as having the greatest chance for success in Second Life.

Scion received the greatest number of positive tokens by eLab eXchange members, and was the selection of the expert judges.

The judges considered both traffic levels in Second Life as well as the strategic approach and implementation taken by the companies.

In terms of traffic, Mercedes-Benz topped the list, followed by Reebok, Coldwell Banker, and then Scion.

However, Scion is unique in this list, in that it provides Second Life users the opportunity to develop their own businesses (stores, clubs, bars), which the judges felt offered the greatest opportunity for user involvement and engagement.

Additionally, because of an ongoing stream of user-generated content, the Scion simulation changes over time, which drives return visits.

The Mercedes Benz site is well done and is generating a good amount of traffic, but there is not much motivation for repeat visits once you have taken a test ride.

The Reebok site appears largely unchanged over the past four months; one of the judges wondered whether it made sense to charge to customize virtual Reebok shoes, since this was essentially putting the user in the position of paying to view advertising.

The other high traffic site, Coldwell Banker, was not rated highly by the eLab eXchange members. The judges found the Coldwell Banker site a bit confusing – when there is no agent around it is not clear how to rent or buy real estate. Also, the rental housing offered by Coldwell Banker is of plain design with a tract-house feel, and not up to the standards of other Second Life housing. The premise of the Coldwell Banker site – inexpensive housing with a professional approach – is very good and holds promise, but more original housing options and an automated sign up system would create much more interest.

Thanks to the eLab eXchange members and our expert panel!

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