The virtual world is the newest venture into successful marketing, according to a recent study by Pepsi and MTV.
The major push, it seems, is coming from a new case study of Pepsi’s work in vMTV. An online survey of 600 consumers conducted for MTV Networks in January by Harris Interactive and MauroNewMedia looked at 300 viewers of “The Hills” and 300 non-viewers. Fans like the on-air “Hills,” but they love Pepsi’ virtual presence. Users average 28-minutes/interaction with Pepsi’s presence compared to its 30-second televised.
What is very interesting to me is how the brand was perceived in the metaverse. Over 90% of users said that Pepsi promoted music and artists through the vMTV survey, yet only 30% said the same thing in regards to the traditional televised version. This specialized audience is key to the virtual world’s advertising potential with associate programs such as Pepsi advertising through vMTV.
I strongly believe that community based sponsorship is the key vehicle to successful marketing campaign in metaverse worlds.
Source – Virtual World News – Case Study
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