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The Virtual Worlds of Proprietary Brands

In: Brand Avatar

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  • Alycia Mesa

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.

Suggested Citation

  • Alycia Mesa, 2009. "The Virtual Worlds of Proprietary Brands," Palgrave Macmillan Books, in: Brand Avatar, chapter 4, pages 53-66, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23371-3_5
    DOI: 10.1057/9780230233713_5
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