MTV goes '4D' with virtual-worlds push

(continued from previous page)

He then showed a series of slides illustrating what MTV, as part of its 4D TV concept, is calling "4D branding."

Among the images were those showing avatars using branded cell phones as a tool for communicating in-world, as well as kiosks where participants can examine digital images of real cell phones. He also showed a series of shots of avatars buying Pepsi-branded drinks and riding Pepsi-branded hoverboards and scooters.

In addition, he explained that the designers of Virtual Laguna Beach had built in a Pepsi-branded "skills ladder" system in which users had to complete a series of tasks, each of which earned them "Pepsi points."

"They became status symbols," Bostwick said. "You couldn't buy them. You had to earn them."

And lest anyone argue that users of virtual worlds don't want to be marketed to, especially not by major real-world brands, he pointed out that one out of three Virtual Laguna Beach users had interacted with some form of Pepsi-branded content. There have even been active forum discussions in which users asked others how to get ahold of that content, he said.

Ultimately, MTV and other media companies at the conference are banking on an explosion of interest in the medium to drive a corresponding surge in ad dollars.

To juice it up, MTV is focusing intently on how to bring more of its content into virtual worlds, making it one of the leading media companies in the space.

For example, Bostwick explained how a cast member from one of the network's shows could do a live TV event, then go straight in-world to interact with avatars. Later, he suggested, users might be able to create video content in-world that could make its way back onto TV.

"We really feel like this programming bridge between TV and virtual is really important, particularly for taking mainstream users into this context," Bostwick said. "But the link to TV is the starting point, not the ending point. We really think where the fourth dimension comes in, where TV leaves off, is the people. Traditional chat rooms and social-networking sites feel so yesterday when you come into a virtual world."

He said users of MTV's virtual worlds had so far used 6.4 million emoticons, initiated 2 million chats, accepted 320,000 invitations to chat privately, and added new people to buddy lists more than 92,000 times.

"Our goal is to let them create their own storylines and content," Bostwick said. "We think this will come full circle when the content flows from inside our worlds onto the screen."

[unhappybirthday]

It's, like, so real!

Last I checked, my monitor projected a 2D image. The real world is a much more immersive and interactive environment. Membership is free.

[T.Scott]

Right...

You don't pay taxes? Buy food? Pay bills?

Don't get pissy because other people have the ability to enjoy this.

[Len Bullard]

Savvy

That is actually one of the smarter and more savvy plans I've read for real-time 3D systems and product marketing. They get the feedback-loop aspects that so few have so far. Pepsico was one of the first major brands to use 3D during the first wave with VRML as they took the intiative to have 3D banner ads created. I still have those models here somewhere. Now they've consolidated what they learned and are trusting the platform march to support some of the original visions for deploying the technology commercially. A corporation with corporate memory.. Imagine that!

The cost barrier and the big risk spike is still having to rely on a single vendor or platform. It makes it harder to recoup content investments. That has a minor impact on branding by disabling sustainment costs to smooth out across media but given how much of this is throwaway materials to a marketing budget, they can afford it until the technologist haves and the content have nots reach an accord.

Go Pepsi! Be sure to make points earned in the VR worlds redeemable at every local corner market for the 12-packs. Be sure to make recycling a content theme even in the VR worlds. Green is green.

len

[AlienEric]

Wow, huge funding!

It seems that nowadays investors are funding crazy ventures, blowing 40 millions in "There"? The last I heard, these investors were placing 10 millions on the new startup <a class="jive-link-external" href="http://www.mobdown.com/" target="_newWindow">http://www.mobdown.com/</a> that is competing against other social community sites. Really interesting to see how mobdown.com will fare against these giants.

[kieranmullen]

Your weekly second life crap article

You know it has to be in here somewhere. If not in the headline hidden somewhere else.