As television audiences are becoming more fragmented advertisers are beginning to scramble for new and innovative ways to reach consumers. One seemingly advantageous prospect is the concept of advergaming, which uses product placement or brand integration in video games. Recently, Toyota began to offer its new Scoin xD for purchase, albeit virtually, on Second Life for only one US dollar. Furthermore, the virtual Scions can be customized using real-world accessories. Take for example the car's audio system. SL residents can plug in MP3 CDs as well as their iPod for their listening pleasure. Likewise, an optional feature allows downloading of images and video clips. This is just one facet in an ongoing marketing strategy that is attempting to utilize the popularity of MMORPG’s to create brand awareness. However, Toyota is not the first to charter into the world of Secondlife in search for new customers. Companies like Sony BMG, computer maker Sun Microsystems, and technology news company Cnet are among the companies already taking part in Second Life.