On Demand Open Source Software

Skittles Uses Virtual World Gaia to Create Branded Experiences

Summary: Skittles Uses Virtual World Gaia to Create Branded Experiences for Teens April 29 2009 excerpt Gaia Online s branded virtual goods strategy has in many ways become archetypal for virtual worlds that monetize more through sales of virtual items and microtransactions than by subscriptions and fees Gaia Online offers advertisers the chance to create branded experiences in the world which can involve anything from watching ads to participating in games and contests The reward for taking part in these interactions is usually a virtual good that somehow evokes the brand in its design or function Gaia gold is the main virtual currency of Gaia Online earned through participation in the site and used to buy most of the game s virtual items In the case of Skittles if you participate in various parts of the campaign you earn items that are valuable because they re only available for limited periods of time They re valuable because we have this auction site where users can trade or sell items to other users said Hyrkin Joe Hyrkin Vice President of Sales and Business Development Shaping user perception then is an important part of what Gaia does during a branded campaign It is of course beneficial to the advertiser but it s also important to making the branded experiences feel like an inviting activity in Gaia rather than something intrusive In terms of stats Gaia is an online advertiser s dream The usual engagement time of a user interacting with a Gaia branded campaign area is between 15 to 30 minutes not counting time a user might spend interacting with a brand by just wearing branded apparel or playing with branded goods Advertisers says Hyrkin have been taking increasing notice over the last six to nine months Increasingly brands see Gaia as an integral part of their campaign for the 13 24 US population How Gaia Online Made Users Love Ads With Branded Virtual Goods Virtual World News April 14 2009 Skittles Uses Virtual World Gaia to Create Branded Experiences for Teens April 29 2009 excerpt Gaia Online s branded virtual goods strategy has in many ways become archetypal for virtual worlds that monetize more through sales of virtual items and microtransactions than by subscriptions and fees Gaia Online offers advertisers the chance to create branded experiences in the world which can involve anything from watching ads to participating in games and contests The reward for taking part in these interactions is usually a virtual good that somehow evokes the brand in its design or function Gaia gold is the main virtual currency of Gaia Online earned through participation in the site and used to buy most of the game s virtual items In the case of Skittles if you participate in various parts of the campaign you earn items that are valuable because they re only available for limited periods of time They re valuable because we have this auction site where users can trade or sell items to other users said Hyrkin Joe Hyrkin Vice President of Sales and Business Development Shaping user perception then is an important part of what Gaia does during a branded campaign It is of course beneficial to the advertiser but it s also important to making the branded experiences feel like an inviting activity in Gaia rather than something intrusive In terms of stats Gaia is an online advertiser s dream The usual engagement time of a user interacting with a Gaia branded campaign area is between 15 to 30 minutes not counting time a user might spend interacting with a brand by just wearing branded apparel or playing with branded goods Advertisers says Hyrkin have been taking increasing notice over the last six to nine months Increasingly brands see Gaia as an integral part of their campaign for the 13 24 US population How Gaia Online Made Users Love Ads With Branded Virtual Goods Virtual World News April 14 2009

Image Dimensions: 400 x 102