Brands like Coke, Disney, and Motorola are experimenting with virtual worlds to seek new audiences and promote their brands in novel ways. These solo or co-branded virtual worlds allow users to inhabit personalized avatars, socialize, and purchase virtual goods. While expensive to develop initially, proponents argue they can engage users for hours versus the seconds typical of traditional ads. Metrics like monthly user visits show millions are attracted to branded worlds like Stagecoach Island and Virtual Magic Kingdom, but determining clear ROI is still evolving.