Mercedes-Benz Opens Virtual Brand in Second Life

Mercedes-Benz offers Second Life participants the chance virtually test drive new cars.

Only days after Toyota announced their entrance into Second Life, car manufacturer Mercedes-Benz will open up a dealership in the virtual world to offer Mercedes-Benz cars for in-game test drives. Visitors will also be given a complimentary digital Formula 1 racing suit and a helmet. To celebrate, a concert will be held in the showroom featuring tracks from the mix tape on February 20 at 10:00 p.m.

Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars, commented on Second Life's branding potential. "Digital communication has been established as a permanent component of the Mercedes-Benz marketing activities. With Second Life we are consequently using a new communication platform to further address our existing and potential customers. In Second Life Mercedes-Benz sets new standards, both visually and with regard to the content. At the same time we offer to experience the fascination of the brand and its products in this virtual environment."