May 7, 2007
· Filed under MMORPG Marketing, Virtual Social Communities
This week, it seems that all the marketing publications I subscribe to are talking about Virtual Marketing. In Europe.
Apparently, there is some crazy growth in SL going on across the pond, and UK advertisers aren’t afraid of spending some serious marketing budgets to get in on the action.
According to MediaPost’s Tameka Kee:
In March, 61% of active residents–which comScore loosely defines as users who downloaded the software and “participated in some Second Life activity”–came from Europe. So while a majority of the in-world brand initiatives have originated from the U.S., the messages are increasingly reaching an audience on the other side of the Atlantic.
Also, take note of her reference to Coke’s Virtual Thirst program. I guess I wasn’t the first one to suggest it (see previous post – Not Just Product Placement).
And complimenting that info, eMarketer’s Paul Verna states:
In-game advertising in the UK is poised for rapid growth, according to the UK Internet Advertising Bureau’s “IAB In-Game Advertising: The UK Market” report.
He also includes data that predicts that in-game marketing spend will be just about $2 billion worldwide by 2011.
May 4, 2007
· Filed under Branding, MMORPG Marketing
As I’ve been thinking about opportunities for marketing in MMOs, the most obvious opportunity is branding via product placement and literally virtualizing traditional marketing methods. A billboard for Verizon in City of Heroes, a Coke can in a Second Life vending machine, a BMW emblem on the hood of a Eve Online spaceship. But what else does this imply? It means that a Hero should be able to get a Verizon communicator in COH, that the SL Avatar can buy and drink that vending machine Coke, and that Eve Online captain can experience BMW-quality as it manifests itself in space.
Clearly, we’re not talking simply about product placement in the same way it would exist in film and television – we’re talking about product interaction.
From what I can tell, this idea was pioneered by the makers of an online community that I would have least expected this from – Whyville. This MMO is targeted expressly towards elementary aged children. But not only can these tweens drive Toyota Scions, but they are actually being educating on the car-buying process, including financing and FICO scores (covertly called a WhyCO score). The virtual version of the car is nearly identical to it’s real-world counterpart, including upgrades, paint colors, and features. While selling virtual cars to kids may not be Toyota’s key to immediate sales growth, they are setting up this future market to be educated car buyers and fostering the desire of these pre-license-holders toward their brand. They are also winning awards.
Second Life is flush with other examples of this type of product interaction. Brand name clothing and vehicles are already for sale, and we can only imagine the limitations with open-source, economy-based MMOs like SL and There. Why shouldn’t Coca-Cola sell their drinks along side the ever-present hamburgers? Why not buy an Ethan Allen sofa for your SL abode? Why isn’t Ray-Ban producing, branding and selling virtual versions of their sunglasses?
“Man, my avatar looks great in those. I should get a pair.”
April 27, 2007
· Filed under Branding, MMORPG Marketing, RL/VL Crossover
I just got my weekly article from MediaPost’s Gaming Insider, and damn, I am so jealous of Josh Lovison and his brilliant idea. Here’s a quick quote:
“It’s high time for offline epics. By epics, I mean skill- or effort-derived items of an exclusive nature. If I score more than 10,000 points in a Nike-branded basketball game, I want to be able to buy special Nike shoes. I want players who stopped at 4,000 points to look at my feet with envy. If I save an old lady’s purse in a Coke game, I want to be able to order online six-packs of Coke in gold-colored cans as opposed to the traditional red.” Read the rest.
The tie between online activity and offline branding is BRILLIANT! This idea creates desire for the product, encourages loyalty for the game, and further establishes a brand in the real world.
I am going to steal this idea. Someday, when the company I work for has the budget.
