Rear Quarter Panel Scratch!

Well now I've gone and done it - and in an ironic way too! While backing my Prius into the garage to make sure one of our famous hailstorms didn't ding it - I managed to scrape a small (college-sized) fridge stored along the side and put an about inch-long scratch on the passenger rear quarter panel.

Now that I am done being mad about it (it didn't take long, I am pretty laid back), I have a couple of questions. It goes all the way through the paint - are those quarter panels plastic? What do you guys think it will take to cover it up, touch-up paint, or something more serious?

 

Upon further review make that the bumper - where it wraps around to the passenger side - scratched through to the black plastic. Interested in if anyone else has had to repair that sort of thing.