Pontiac was challenged with launching a new performance line: the GXP series. This series represents the notion “Power to the People.” Our goal was to introduce the vehicle in an environment that embodies this same notion. Taking advantage of Second Life’s social networking capability, user generated content and social currency we determined it to be a very relevant place to launch our new vehicle. Exploiting a void in the Second Life community we empowered the residents to create an in world car culture. A destination for all things automotive named Motorati Island.

Motorati Island quickly became a cool place to conceive, build, and spend some Lindens. At the center of the island is futuristic “dealership” selling customizable versions of the new Solstice GXP. Residents can take a virtual test-drive of the GXP on a driving track that surrounds the dealership. The Pontiac Garage music stage featured a live Jimmy Kimmel Live Jay-Z concert. Resident creations include a closed course racing game, automotive fashion store, and drive-in theatre. .

During Pontiac’s involvement, total Second Life population has increased over 90% to 4,568,838 residents. Pontiac received 1,995,805 hits to motoratilife.com which chronicles the events at Motorati Island and acts as a portal to Motorati Island. Sold 750 virtual Solstices. Received 152 land proposals and awarded parcels of land to 29 Second Life entrepreneurs.