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The Archives
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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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07.18.08Small Worlds, Small Minds: How Brands Have Sucker-Punched Virtual WorldsThe brand agenda has siphoned talent from the metaverse to create the equivalent of commercial candy, throwing a sucker punch at the idea of virtual worlds without even knowing it's doing it. It's OK, corporate collaboration and education can fill the gap, right? It's the teachers who advance society not Coke, although it's not for lack of trying - yesterday's vending machine in the cafeteria is today's Coke ad in Habbo Hotel or wherever, someday we'll insist it's packed with fruit drinks instead of sugared water, although by then our kid's hands will be so chubby they can barely wrap their ...
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