Pontiac has engaged consumers in a series of innovative experiences, including Pontiac's Motorati Island, built around a "Power to the People" strategy.
We've been extremely sensitive to the Second Life culture. Our insight was there was little "second-generation" experiences in Second Life -- ongoing entertainment experience provided by brands.
We created car culture in Second Life with virtual Pontiac cars and car-related entertainment businesses, pursuing a "Fusion" strategy with Pontiac supporting Second Life's rapid development.
There are three elements to Motorati: 1) Six islands with free land given to 30 specially chosen auto entrepreneurs 2) sales of a virtual Solstice GXP sports car which consumers modify 3) multiple events to draw audience to Second life and Motorati Island.