Subscribe to our monthly report/news updates
and Virtual Reality News Weekly

18 hours ago

RT @WEARVR: Check out @WEARVR in @thetimes today! #VirtualReality #VR

Filter Post Format:

7 May

Real DKNY vs Virtual DKNY

Managing brand values in virtual environments is an area explained in detail by the K Zero Virtual Brand Management case study, available here.

Whilst worlds such as Second Life with user generated content capabilities present the largest decision area for real world brand areas, it’s worth noting the high degree of realism offered by more controlled worlds such as Stardoll (or There, vMTV and Kaneva, to name a few).

To demonstrate this, here’s a video showing real world DKNY clothes and their virtual counterparts in Stardoll. It’s worth pointing out here as well that this isn’t an officially produced video – it’s been created by a Stardoll member.

K Zero services

For brands

For virtual world owners

For investors and VC’s

Business Week covers L’Oreal Paris campaign

Our integrated virtual marketing campaign for L’Oreal Paris in Second Life has made it into a recent Business Week story

An extract from the ‘Second Life Marketing: Still Strong’ article:

Smart marketers will imagine their brands not as they are in the real world, but as they fit within this free-form play space. Among Second Life’s most popular locales is “Greenies,” a giant living room that makes avatars seem as small as ants. It’s here that a British agency launched a campaign for its client, L’Oreal Paris, not as a traditional billboard, but as custom-made virtual products discretely placed inside a lady’s SUV-size purse. After the first three months, Second Life residents had snatched up 34,000 copies of L’Oreal-branded objects. An amazing virtual item click-through rate of about 3% of the active user base (assuming some individuals took more than one).

Full article here.

25 Apr

Puma and Reebok sign-up for Football Superstars

September is the latest date for the public launch of Football Superstars, the soccer-themed vertical world coming from the UK.

The benefits for clothing/fashion, sports and luxury brands are pretty obvious for FS and the first two major companies taking part in Football Superstars via IGA, hot off the press, are Puma and Reebok.

Puma will be dipping their toes into the realms of avatar customisation and virtual retail with the launch of the ‘V-Boot’ – a virtual football boot on sale to residents in-world.

Reebok is integrating their ‘Play By Your Own Rules’ campaign, starting with a registration portalto encourage and drive new sign-ups.

K Zero is an accredited agency partner of Football Superstars. Contact  KZero to discuss potential branding and marketing opportunities. Interested in signing-up for FS? Here’s the registration page.

24 Apr

Campaign results for L’Oreal Paris phase one

Luxury Brands, Metabrands

Several weeks ago we finished phase one of the L’Oreal Paris campaign in SL. Today as part of my presentation at the vBusiness Expo I gave a background to this campaign as well as released the campaign data. The relevant metrics and data are in this post. A background to the strategy of this campaign is here.

In terms of overall takeaways (we gave the make-up looks/skins away for free, so the term ‘sale’ doesn’t apply) during the three months of the campaign over 34,000 were taken by residents.

Again, to explain the terminology, we’re using takeaways as opposed to giveaways because all transactions were initiated by residents – the L’Oreal Paris products were stocked in the stores of existing SL retailers and we relied on the visitors to these stores and locations to activate their own call to action – clicking on a display board and receiving the product package.

This is different to say items being distributed by teams of people in SL. The graph to the left shows cumulative transactions on a weekly basis for the campaign.

As data was able to be collected in real-time, during the first month we tracked transactions daily. After month one we switched to a weekly assessment. The graph shown right has these weekly figures.

On average, 2428 products were taken each week. It’s of use to point out here that we started with just two of the four skins and in week four were up and running in all venues with all products.

This coincided with the launch into the Greenies Kitchen and therefore the best performing week (four) from the campaign with over 7,000 transactions across our venues. Naturally transactions slowed around the Christmas break but ramped up again in week 10, when our Second Style advertising was activated. Continue reading →

31 Mar

Brands in kids and tween worlds

The Explorers series continues with an update on the brands marketing across the spectrum of virtual worlds.

Rather than show all worlds and brands together, this analysis is now split between grown-up platforms and worlds catered towards kids and tweens. The table below shows kids and tweens.

What’s of note to point out here is the success of Stardoll in introducing real world brands from the clothing and accessory sectors. Their Starplaza splits out these companies by Fashion, Beauty and Sparkles and includes Heidi Klum, DKNY, Volie and a recent partnership with Fox Walden for the Nim’s Island movie.

Continue reading →

26 Mar

Overview presentation of L’Oreal Paris campaign phase one

At the upcoming vBusiness Expo I’ll be delivering a presentation on taking real world brands into virtual worlds. Part of this presentation will of course refer to the recent L’Oreal Paris campaign in SL – phase one.

In the meantime, here’s an overview presentation of phase one, a campaign without a branded (desert) island or fanfare press releases.

SlideShare | View | Upload your own

‘A strikingly fresh approach to real world advertising in Second Life’

It’s great to see some coverage of our recent L’Oreal Paris campaign over on the New World Notes blog.

Our campaign for L’Oreal Paris ends this week (so get your skins before they go!) and has clearly demonstrated the benefits of thinking ‘resident-centric’ as opposed to ‘island-centric’ in terms of an overall marketing strategy. Rather than build a dedicated island or take a sampling approach to communicating the campaign, our concept has highlighted new ways of virtual world marketing (No brand is an island). Quoting from New World Notes:

‘Up to now, the standard practice has been to create and launch an SL site fully branded with the real world advertiser’s logos and trademarks. Here, instead, the client’s product is subtly (and playfully) introduced into an already popular site.’

This campaign can be broken down into two key elements:

1. We partnered with existing retailers who stocked the make-up skins alongside their own products (mirroring real-world strategy).

2. To create a link between the real and virtual world we chose the Greenies Kitchen to host a supersized handbag and selected cosmetic items.

On an overall basis, we’ve managed to leverage the brand equity of L’Oreal Paris in a subtle yet effective way, with a ‘pull’ mechanic as opposed to ‘pushing’ the product or messaging to residents. And thinking more holistically, do people (residents) want to experience branded environments (islands) from real-world brands or do they want products and services that they can actually use and enjoy?

New World Notes picks up on another aspect of the campaign – the communication element…

‘…without much fanfare, cosmetics giant L’Oreal Paris had become part of the Greenies universe’

We specifically decided not to fanfare and press release the entrance of L’Oreal Paris into Second Life. That wasn’t what the campaign was about as our focus was on creating relationships (via the skins) with the residents.

In terms of summarising the campaign, Rightasrain Rimbaud comments:

‘So now L’Oreal has gained credibility with many, many early adopters who will share a view on them as being modern, hip and appealing to a dynamic audience.’

Exactly what we were hoping for.


Virtual world marketing according to Habbo

Timo Soininen (CEO of Sulake, owners of Habbo) features in a short but sweet interview over on BusinessWeek [Full article here].

Soininen lays down their impressive user and engagement numbers – 86m registered users and 8.3m unique visitors/month. As this graph shows, Habbo is a major force in the metaverse space.

The CEO then went on to give his opinion on brand and marketing strategies in web 2.0 enviroments (including virtual worlds).

Brands in virtual worlds and social networking sites have to be unobtrusive. The idea is less to be about a specific location or room, and more to become a topic of conversation, something users can take with them. In Habbo that takes the form of digital items purchased via micro-transactions, the millenial version of that Guns n Roses poster on your bedroom wall

He then further added:

The real beef for advertisers online, is in community activities. If you want to get meaningful reach, that’s where it is.

We took exactly this approach with our recent campaign for L’Oreal Paris in Second Life. We deliberately steered away from building an island and asking residents to visit it and instead worked closely with existing retailers on mainland locations – places with large, strong, loyal customer bases firmly embedded into the SL economy and distribution network.

Continue reading →

Amorepacific leads the Korean wave

With access to Second Life for Koreans only recently officially opened, we’re now starting to see the first few companies from this country create presences.

One of the first is AMOREPACIFIC, a cosmetics company. The project is due for launch tomorrow (Jan 31st) and will feature five brands: Laneige, Mise En Sc?ɬ®ne, Hera, Sulwhasoo, and AMOREPACIFIC.

It’s an ambitious venue with a lot going on. The Company hall charts the history of the company, starting from scratch soon after Korean independence and rising to become the global company it is today. In the Laneige hall you can have a high class make-up simulation experience and view promotional videos starring Korean celebrities. The Mise En Sc?ɬ®ne hall offers total hair care in the virtual hair salon, and you can watch short Indie films in the cinema. Visitors will also receive presents containing make-up, accessories, skin and hair from each brand.

The developer, ACID CREDBIZ from Korea points out that:

8 Jan

Miss SL Universe 2008. The competition hots up

Luxury Brands, Metabrands

Looking good in Second Life is an art form and indeed an economy in itself with a multitude of stores and shops allowing avatars to customise their appearance.

Taking this theme to the extreme is the Miss SL Universe 2008 competition. An event organised by Frolic Mills, the CEO of the Best of SL Magazine and currently preparing for the grand final on January 19, 1pm SLT.

The final is going to be broadcasted live by the Second Life Cable Network (SLCN) showing the contestants strut their stuff and answer the obligatory questions.

Will there be prizes? Of course. There’s over L$250,000 in cash and prizes available and the winner gets to feature of the cover of the February issue of the Best in SL magazine. Who knows, they may even become a virtual celebrity.

Here’s the 12 finalists.

Miss Brazil – Willamina Fitzgerald

Miss Canada – Cherie Parker

Miss Costa Rica – Pup Witherspoon

Continue reading →

Elevate gaming with exclusive casino rewards.

online casino usa real money