Media & Entertainment (173)
Avatar social networking
Social networking is being joined by virtual reality characters. Computer games like World of Warcraft now allow your virtual avatar to connect with other avatars from other games via social networks with the potential to connect with people in the future.
Why it matters
The line between the real and virtual self is becoming blurred. As avatar audiences online grow, will brands need to adapt their target market, marketing to a virtual reality audience?
The new Axe Excite (Lynx in the UK) campaign was brought to life digitally by locking the Axe angels from the Axe Excite TVC and filming them for two weeks in a specially designed Heaven On Earth house. Consumers were able to see more content (featured exclusively online) if they stayed on the website for longer, provided a product code or if they shared the website via social networks.
Ingress is Google's first full-fledged video game. Once the app is installed, players are attributed to one of two teams. Then, using Google Maps, the game displays the location of imaginary portals. When a player gets to one, they can strengthen its defences if it already belongs to their team or hack it to get control over it.