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Virtual World's Review

Virtual World's Review






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Virtual World's Review Virtual World's Review Presentation Transcript

  • Advertising & Branding Models in Social Virtual Worlds Betsy Book AAAS - St. Louis February 19, 2006
  • Virtual Worlds Review A guide to social virtual worlds
  • In-world advertising categories:
    • Product placement
    • Sponsored promotions
    • “ Adverworlds”
    • Co-branded spaces
    • Member generated brands
  • Product Placement
    • Developer incorporates objects with third party branding
    • Contextual presence
    • Brand must be a good fit with the space & the audience
    • Branded objects must have higher perceived value
  • Product Placement: McDonald’s & Intel in The Sims Online
  • Product Placement: Nike & Levi’s clothing in There
  • Sponsored Promotions
    • Ties a specific event or activity to a product, company or brand
    • Typically used for new product launches & releases
    • Goal is to give the customer a positive experience with the brand through a rewarding interactive experience
  • Sponsored Promotions: Pop-Tarts & Into the Blue in Habbo Hotel
  • It’s not always about Pop-Tarts….. ACS Relay for Life : www.cancer.org/slrfl
  • “ Adverworlds”
    • Entire virtual world exists to promote a single brand or family of brands
    • Another medium for consumer promotions that drive sales to specific areas
    • Goal is to create a personal connection with customers via sponsored community
    • Users encouraged to associate personal identity with brand identity
    • Serious investment of time & money
  • Adverworlds: Coke Studios
  • Adverworlds: Virtual Magic Kingdom
  • Co-Branded Spaces
    • Common iterations include:
      • Developer sells ad space within popular areas to more than one advertiser
      • Adverworld incorporates partner promotion
    • Maximizes ad inventory
    • Extends offline partnerships online
  • Co-Branded Spaces: Wal-Mart Room in Coke Studios
  • “ X-treme co-branding” in Dubit
  • How do users react to all this?
  • Everything from “fighting sign with sign”...
  • … to active incorporation of favorite brands
  • Some create their own brands
  • KittenKat’s “OY!” Brand in There --> www.fergusonv.com/there
  • Top 5 Categories of Member Generated Brands
    • Avatar customization
    • Custom in-world vehicles
    • Real estate services
    • Home decorating
    • Event planning services
  • Top-Level Insights into Member Generated Brands
    • A direct response to market demand within virtual economies
    • Thrive in worlds that openly encourage user created content
    • Give amateur designers and entrepreneurs valuable experience & skills
    • Savviest virtual business owners are actually making real $$
  • Presentation & related material available online at: www.virtualworldsreview.com