Virtual World's Review

646 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
646
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Virtual World's Review

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

    ×