Brand Avatar: Translating Virtual World Branding into Real by Alycia de Mesa

By Alycia de Mesa

Digital worlds comparable to moment lifestyles, have hundreds of thousands of clients around the globe. digital global "residents" wield large buying strength, and use genuine cash within the on-line economies. businesses as various as Adidas, Jean-Paul Gaultier, and MTV have plunged into those unchartered waters to offer their manufacturers a digital presence, utilizing various thoughts.

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Inspired by its endorsement of Times Square live rock concerts, the Pontiac Second Life camp recruited heavy weight performer Jay-Z for one of its concerts. Due to the common problems both then and now of poor sound quality caused by lag and a maximum capacity of 100 avatars able to attend, the concert was not without its problems. Fortunately for Pontiac, what would have been unforgivable technical problems in the real world became common and fairly overlooked problems in the virtual one. ” Pontiac and their agencies never gave an exact reason for departing.

Com/blog/ index. smh. html 52 4 THE VIRTUAL WORLDS OF PROPRIETARY BRANDS STRATEGIES, TACTICS AND IMPACT OF VIRTUAL WORLDS BUILT AROUND A GLOBAL BRAND “Why co-mingle a brand like the NBA in a virtual world like Second Life when you can create your own virtual NBA world? ” —Michael Pole, Trilogy Studios CEO As discussed in the last chapter, big brands in virtual worlds may be a love/hate experiment for most, but it’s one that is being explored more and more. Another element to a big brand’s virtual strategy is to look into a world of its own.

I think something else is coming along that will be better. It’s kind of like a first generation iPod. . Consider SL like Yahoo! back in the day. It seemed like a great thing and then Google came along and just trounced Yahoo! I think there will be an even better virtual world or even one spot where you can access all virtual worlds. But I think it’s a great experiment and interesting and that’s why we’re doing it. ” On the youth side, virtual worlds for pre-schoolers, kids/ tweens, and teens in particular have enjoyed great success and are currently looked upon favorably even by the analysts.

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