Will They Stay or Will They Go Episode 5: Virtual Worlds: Build It, But Will They Come?

Virtual worlds have captured the human imagination for decades in books, television, movies and other popular culture. With the rapid rise of Second Life in 2007, brands eagerly raced to create their virtual presence and become part of an emerging digital culture. Storefronts and corporate headquarters soon dotted the virtual landscape, but quickly became part of “virtual ghost towns” as the anticipated masses of consumer avatars failed to show up. But a few brands found success through unique community events, one-of-a-kind product demonstrations and sponsored contests. No longer a figment of futuristic science fiction, virtual worlds and massive multiplayer online games (MMOGs) have become reality today with over 40 3-d environments available for nearly every lifestyle and age demographic imaginable. According to KZERO, there are roughly 579 million registered accounts within virtual world and MMOG environments, with a large concentration in the under 18 demographic. What some scoffed at as “imaginary play” has become serious business transactions as consumers spend real world currency to buy and sell virtual real estate, acquire virtual furniture, vehicles, apparel and branded accessories. Guest Reuben Steiger, CEO and Founder of Millions of Us, and I will discuss our observations on brands and consumers have engaged one another within prominent virtual worlds and offer key lessons from those experiences that brand marketers can apply to their overall social footprint.