Monday, March 05, 2007

At its best, marketing is getting unreal...

Another great feature story in the February issue of Wired is entitled "A Second Life for MTV" and is written by Mark Wallace of the endlessly fascinating blog 3pointD.com. In the Wired feature, Wallace writes about the developments inside of MTV that led to the development and launch of the Virtual Laguna Beach community virtual world of 3D avatars. Reportedly drawing some 300,000 members during its first 10 weeks, the story breaks down the current community as being 40 percent below the age of 17, and 55 percent teenage girls overall. With mainstream and trade publications raving about how virtual communities and in-game marketing are offering brand marketers so many wonderful new opportunities, it's great to see MTV leading the way in putting virtual reality to work in promoting their "Laguna Beach: The Real Orange County" reality series. Here's a key takeaway from Wallace's story: On average, users visit six times a month for 35 minutes a session... the typical web site devoted to a television show receives just five six-minute visits per user per month.


Last week, my clients at global creative and brand-engineering agency ATTIK unveiled an amazingly innovative campaign to attract and engage potential buyers for Scion's 2008 xB. The focal point of their cross-media campaign is an engaging, entertaining, multidimensional web experience launched online at www.want2Bsquare.com. There, visitors are encouraged to explore an expansive world, play games against others, view a wealth of video content celebrating the xB’s boxy shape, and discover other quirky experiences... where their time and interactions lead to the accumulation of points which can be redeemed for an array of prizes. It's not a virtual 3D world where people can assume the forms of avatars, but it is an amazingly sticky site that's getting lots of visits, generating a ton of online buzz, and building interest in a unique vehicle in a groundbreaking way....