Monday, March 13, 2006

Scratchpad: Advertising in Virtual Worlds

Joyce Schwarz, "Bold New Opportunities in Virtual Worlds." iMedia Connection, March 10, 2006.


The greatest opportunity for brand expression may just be in the 'solo-branded' Virtual Worlds like Coke Studios, Wells Fargo's "Stagecoach Island," Disney's Virtual Magic Kingdom and Motorola's Mokiworld. But other options like co-branding or develop promotions or sponsorships within other brands' virtual worlds -- like Wal-Mart did in Coke Studios -- are feasible.

What's the big payoff for the brands? One innovator Erik Hauser, founder of San Francisco-based Swivel Media, provides a powerful answer -- engagement.

Swivel Media recommends its clients allocate six to seven figures to create one of these experiences.

Digital Deadwood is a great example of how branded virtual worlds enhance tourism promotion.

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