MTV launches 'Virtual Pimp My Ride'

Starting Thursday, fans of MTV's hit show Pimp My Ride can take their car lust into a 3D virtual environment where they can "pimp" their cars to their hearts' content.

Known as Virtual Pimp my Ride, the new virtual world--created using the There.com platform--will feature regular appearances by cast members of the real-life show and allow fans to indulge their passion for car culture.

The initiative is part of MTV's "4D" strategy for bringing its TV content and its advertisers into 3D social spaces, which the company highlighted at the Virtual Worlds 2007 conference in New York last week. Virtual Pimp My Ride joins two other "4D" project offerings, Virtual Laguna Beach and Virtual Hills.