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The Archives
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04.08.10Using Virtual Worlds for Brand Development and AwarenessLooking like it's 2006 all over again, Indian company Godrej, a huge conglomerate that runs the business gamut from real estate to appliances, has launched a virtual world called Gojiyo which it inteds to use as a marketing tool for its own products and services. Clearly, this harkens back to the 'golden age' of Second Life corporate-branding efforts, and the company is not being shy about its expressed purpose. "We want to reinforce our relevance to the youth," said ED and President of Marketing Tanya Dubash. "So there's a fair amount of branding and strategic messaging." Continue Reading...
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08.12.09Can Second Life Become a Great Brand?You hit the west coast and all of a sudden you're surrounded by Starbucks. Not Starbucks at the major intersections, but Starbucks on every corner, between the corners, above the corners. And even though I've been trying to avoid it because I've never really LIKED Starbucks, (does anyone actually like Starbucks coffee? Or do they just like knowing the secret code for ordering a no-whip-double-dip-triple-hit-machiato-grande-al-fresco?), but the reality is I've become a little over-caffeinated, I'm struggling a little with jet lag, and it's the only thing open at 5 in the morning. Besides, I came here and swore I wouldn't drink ...
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10.16.08Going Viral in a Virtual World: Branding and the UndeadNew World Notes reports on Bloodlines, a massive Grid-wide viral 'game' where participants gain points by, well, biting people. Image: SL Bloodlines But what's intriguing about this, other than the complaints by merchants that their store's customers are being accosted by roaming packs of vampires, is the mechanics of the game - and the proof, judging by the 1,500 or so participants, that creative branding isn't, well, dead. Bloodlines combines all the elements that brands are looking for these days: - A 'viral' campaign where the distribution of the message is driven by users/consumers - Cross-media execution, in this case 'in-world' activities and the Web ...
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04.22.08The Thinner the Client the Sweeter the Pie? Mapping Virtual Worlds for BrandsThere's a sweet spot somewhere out there for marketers, a dream space where that elusive beast the consumer (that means you and me, or maybe not, maybe it means Joe FlickrPack with his mySpace page and his Facebook widgets, but in any case), and the Electric Sheep Company are graphing it out and hunting it down. And they're on to something. Because what they're trying to do is build a bridge from the vision and promise of the Metaverse to today - where it's a lot messier looking, and the technology isn't quite there yet, and the user base isn't quite ...
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04.02.08Dawn Has Risen – Linden and a Muddy ClarificationLinden Lab came in under the wire on on April 1st, posting a "clarification" of its new branding guidelines, much to the relief of the bloggers and content developers. (OK, that last bit was a sort of post April Fool's thing). Well, the clarification isn't really so much a clarification as a reinforcement of what was said previously. A few comments followed by a bunch of links to the original post, and a few additional comments that just, well, give additional examples really. I don't have an issue with protecting the Second Life trademark, or the logo. I have an ISSUE with ...
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