The Virtual Worlds of Proprietary Brands

Alycia Mesa

Chapter 4 in Brand Avatar, 2009, pp 53-66 from Palgrave Macmillan

Abstract: Abstract “Why co-mingle a brand like the NBA in a virtual world like Second Life when you can create your own virtual NBA world? We think we can attract 10 to 20 million mainstream consumers to a focused virtual world site and deliver a full brand experience.”—Michael Pole, Trilogy Studios CEO As discussed in the last chapter, big brands in virtual worlds may be a love/hate experiment for most, but it’s one that is being explored more and more. Another element to a big brand’s virtual strategy is to look into a world of its own. Of course this class of branded content is very much the exclusive domain of the liber brands — Disney, Coke, Viacom, Sony, and as discussed in Chapter 2, it’s increasingly directed around very specific (read young) target audiences. The result is the emergence of branded stand-alone virtual worlds that are a true convergence of gaming, entertainment, community, fantasy and commerce aimed specifically at young people aged from 24 down to 4.

Keywords: Virtual World; Brand Experience; Virtual Good; Entertainment Experience; Mainstream Consumer (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23371-3_5

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230233713

DOI: 10.1057/9780230233713_5

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().