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Some branded virtual worlds to check out
Here's a quick peek at how Swivel Media updated its client's image and perception by creating: Stagecoach Island for Wells Fargo & Co. Swivel Media's Hauser wanted to change the perception of a younger generation that client Wells Fargo & Co. was their grandparent's bank. "We needed to find effective ways to communicate the Wells Fargo brand so that it became relevant for them," says Hauser. "We were able to change the thinking from 'Wells Fargo is an old bank' to 'Wells Fargo is an innovative, forward-thinking bank that is right for me.'" Hauser cites an independent research firm's study as evidence of this evolution.
One of the most fascinating branded virtual worlds is the aforementioned 3D Plaza created by Peace City for the film "What the Bleep Do We Know?" That branded environment complements the film, which combines documentary, fiction and animation to explore the relationship between spirituality and science. A grass-roots phenomenon, the movie may owe some of its popularity to the forums and chats in the 3D Plaza.
Digital Deadwood is a great example of how branded virtual worlds enhance tourism promotion. At that site you're encouraged to get wild, go wired and go west and interact with such historic legends as Buffalo Bill and Calamity Jane. Digital Deadwood features a co-op marketing effort between local gaming outlets, tourist attractions like gold mines and hotels, and state councils to promote Deadwood South Dakota. It's a hoot to dress up as a dance hall gal or a cowboy and poke around the virtual casino and meet other visitors to the new Wild West online.
Interested in spinning a social capital or social entrepreneurial slant with your world? There's probably no better precedent than Steven Spielberg's Starbright Children's Network created more than a decade ago using the Worlds Inc. (now Active Worlds) platform. It employs an ATM network to enable sick kids in hospitals to escape what Spielberg called their "virtual prisons" in the virtual world. Talking about Spielberg, the Jurassic Park Institute is a wonder of branded educational opportunities.
What's next?
Virtual worlds may soon add apps like Xfire, which already counts two million registered users in more than 100 countries and supports over 400 game titles including WOW (World of Warcraft). Xfire CEO Mike Cassidy says such advertisers as Unilever, Fox Studios and Universal Studios are jumping on the Xfire platform because the average user runs Xfire for more than 70 hours per month (yes, you read right,70 hours).
Also soon, more realistic avatars will peek their heads up so head for Gravatars for globally recognized avatars that can even resemble you. Clickable Culture blogger Tony Walsh's 2006 forecast includes this thought: "In the 1990s, we asked each other 'Where is your home page?' In 2006 and beyond, we will be asking each other 'Where does your avatar live?'" Refer to his blog for more prognostications.
Dreaming of making it big by licensing off your client's virtual branded world merchandise? Then do a search and you'll see how Habbo Hotel is monetizing its brand with furniture and apparel deals.
Be inspired by Spectrum MediaWorks' deal announcing that it’s flagship franchise "X Quest" will ship as a massively multiplayer online game at the same time Fox Broadcasting Co. debuts the reality series of the same name produced by Imagine Television. You may recognize one of Spectrum MediaWork’s principals Jim Banister, from his visionary work in the interactive arena at Time Warner and Disney. He’s also the author of the books "Word of Mouse" and "The New Age of Networked Media," which is a great resource for branded virtual world creators.
The upcoming Game Developers' Conference in San Jose this month promises even more advances in the area called "Serious Gaming" so that brands may be able to leverage their popularity to help in the areas of teaching and training the next generations. Along the way, I want to share the wisdom of Brannon Braga, co-producer "Star Trek -- The Next Generation" who wrote in a preface to one of my books to "never lose sight or our humanity and the idea that multimedia technology should enhance our existence but not replace it…"
Additional resources:
A great reference point to check out more details on virtual worlds is VWR (Virtual Worlds Review) organized by Betsy Book, director of product management for Makena Technologies (There Inc.). Book includes a link to her latest presentation at AAF on advertising and branding.
Joyce A. Schwarz is an emerging media and entertainment consultant who loves arcade games. She is the author of some of the earliest books on multimedia and *obviously a major Star Trek fan. You can check out her blog.
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