Avatar-Based Marketing 52
hempman writes "This article (which I wrote!) from the current issue of Harvared Business Review offers a new perspective on marketing real-world products in virtual worlds to virtual consumers with the aim of generating real-world revenue. It examines the frontier of marketing. Although companies are beginning to see the potential of marketing in 3D games and virtual worlds, it's important that they think not just about the 'where' of this new market but also about the 'who.' That is, when marketing in virtual worlds, do you target the flesh-and-blood user who controls the real-world wallet? Or do you target the wallet-wielding consumer's avatar, which likely represents a powerful but hidden aspect of his personality and could influence his purchases -- or at least provide a window into his hidden desires and preferences?"
So I Log Onto Warcraft ... (Score:5, Insightful)
I ride out of town and instantly am killed by a level 60 alliance rogue. Wait a minute, was he wearing a Starter jacket? And for some reason, instead of scrambling everything he's trying to say to me, he's just repeating "Do the Dew! To the EXTREME! etc."
My priest trainer is no longer a priest trainer but instead a "Scientologist Enlightener" that offers me an application for Scientology. Well, those high in-game ad bidders should make this game free, right?
I suddenly realize I'm no longer using Traveler's Backpacks but instead have "Jansport Bookbags." My alt's Boots of Swiftness are now "Nike Airs." In certain instances, you don't kill monsters, you kill Democrats and Ragnaros has been replaced with Hillary Clinton.
My chracter's rings have all been renamed "Stones of Jostens (GooooOOO Jostens!)" and everytime I disembark from a zeppelin or boat, the goblin tells me "Thank you for floating United Airlines!" and I realize why "ted" is painted all over the boats. My engineer can now make T-mobile phones for players with personalized ring tones because they're too annoying to be contained only in real life so let's add them to the virtual world!
I no longer "mail" items but instead have to visit the Fedex shop in major cities and stand in long lines. Oh, and when I get the mail, a huge AOL symbol appears on my screen with the "You've Got Mail" soundbite. And I no longer have a repair bill as long as I purchase my AllState equipment insurance at the bank in each city.
What's going on!? Well, at least the log-in server is stable
So
I once read an article on how to market to everyone--even poor people--by selecting key traits of their demographics. It's essentially profiling a user of an already existing product and identifying them as a key possible consumer for your product. And it makes me f*cking sick to see it so far widespread that it's going to happen in freaking video games which we're probably going to end up paying for anyways. Don't try to cover up your attitude towards the rest of mankind. It's evident that you lack a soul and will stop at nothing to market a product
From the article: To which I reply, you make me sick.
Re:So I Log Onto Warcraft ... (Score:3, Interesting)
Dear marketers: you're going to ruin my game experience to plaster "BEST BUY" or "FedEx" all over?... I already know Best Buy and FedEx exist, throwing it all over my world when I
Re:So I Log Onto Warcraft ... (Score:2)
I'm sure there are scenarios you wouldn't complain so much about.
For example, avatars designed by different porn shops/sites, with extra bonus "previews" or credits, redeemable at their web site. At the very least, you know THOSE avatars are going to be real eye-candy.
Its all about how you do DEW DEW DEW it. [/smack on sid eof head]
Re:So I Log Onto Warcraft ... (Score:3, Interesting)
Like whys for a messaging service
Re:So I Log Onto Warcraft ... (Score:2)
-Rick
Re:So I Log Onto Warcraft ... (Score:1)
Re:So I Log Onto Warcraft ... (Score:2)
just lending my support
Re:So I Log Onto Warcraft ... (Score:2)
You see this stuff in movies all the time. Does it really break the story when Bond rides around in a BMW? No, because that's what I'
Re:So I Log Onto Warcraft ... (Score:2)
Does it really break the story when Bond rides around in a BMW?
Yes. In "Tomorrow Never Dies" the quantity of pointless BMW's floating around and their general obtrusiveness greatly decreases movie immersion. It wrecked it for me.
Not surprising. An unnoticed ad is an ineffective ad. You're dreaming if you think advertisers are willing to be unobtrusive.
---
Modern marketing - a great substitute for a quality product.
Re:So I Log Onto Warcraft ... (Score:1)
...and just as you're finishing up your ad-ridden tour, a blonde guy in chainmain and a shirt with a golden ankh appears, tosses you a bubblegum-machine ankh pendant, and says "Hey, try Ultima Online. We still don't have in-game ads. ...I mean, not yet." And then that Everquest chick appears and beats him to pulp, and you realise it's wiser to log off before she starts her spiel.
=)
(Okay, I was just kind of excited when I saw the "Avatar-Based Marketing" headline. Sorry. Got a bit carried away.)
Re:So I Log Onto Warcraft ... (Score:2)
You can read my article here [blogspot.com]. While it will inevitably be intrusive in some shape or form, at least they can make it entertaining.
Ob. Bill Hicks Quote (Score:2)
Re:So I Log Onto Warcraft ... (Score:1)
Seems pretty obvious (Score:3, Insightful)
Purchase some super elite sword for a couple bucks?
or...
Purchase Pepsi, because I drink Pepsi in real life.
Now, I know this goes into more detail - who am I targetting? When I advertise the virtual items that can be purchased, am I making a commercial that might appeal to me as a person, or my Half-Elf as a character? Or something. I think the obvious answer is that you simply need to communicate the value that the item has, regarding the world in which it exists. If I'm playing a fantasy game, let me know that this is a kickass sword, whether through its abilities or just its appearance. If I'm playing a social game online, let me know that these virtual flowers might just woo the avatar of some woman with whom I'm playing. Communicate the purpose of the items in question, and I think the marketing takes care of itself.
Harvared? (Score:1)
I've read the Harvared Business Review, and well, it's worth buying just for the pictures.
If you can't get published ... (Score:1)
Re:If you can't get published ... (Score:1)
Re:If you can't get published ... (Score:2)
Inevitable (Score:5, Insightful)
My only request is that the ad art be distressed to match the environment. This means that (for example) a billboard ad should have some stains on it. A poster on a wall should have water marks, dirt and grime (if that fits the setting at least). In other words, the ad should not look artificially clean so that it looks out of place. In a clean settings, sure... but in a realistic setting, with graffiti, grimy walls, etc, it looks ugly when the ad itself is artificially clean like a browser popup ad.
Summary: Fantasy ads bad, so they won't happen. Realistic ads fine, and we definitely will. Even historical ads are ok, if historical ad content is used (or historical LOOKING ads). And ads should fit the environment, via dirt/damage decals.
Raven
Re:Inevitable (Score:1)
Perhaps but how about idiots who get paid to do so?
Re:Inevitable (Score:2)
Summary: Fantasy ads bad, so they won't happen
dude, if I could purchase a 1-Hand Blunt weapon with a delay below 25 and damage above 30 for under 15K plats for my EQ Paladin, I would not care in the least that it resembled a Pepsi Can on a Stick. If that bothers your "gaming experience," you are free not to group with me.
And if Citgo wants to pay me to put their logo on my breastplate while I stand buffing the crowds in front of the Main Bank on the Plane of Knowledge on a Saturday Night, I am very much op
Re:Inevitable (Score:1)
Re:Inevitable (Score:2)
Re:Inevitable (Score:1)
Re:Inevitable (Score:1)
Pepsi Powerups? (Score:2, Funny)
Really, now? (Score:2)
"This article (which I wrote!) from the current issue of Harvared Business Review [...]"
You don't say?
Really? (Score:1)
Re:Really? (Score:2)
Re:Really? (Score:1)
Re:Really? (Score:2)
Re:Really? (Score:1)
nVidia already has an ad in WoW (Score:1)
you'd target the avatar (Score:2)
Probably a dead end (Score:3, Insightful)
Next bad advertising idea: discount widescreen TV displays which, when running 4:3 format content, fill the blank screen area with ads.
(On an unrelated note, there's supposed to be a blank line between the paragraphs above, but the new, extra-complicated CSS based Web 2.0 Slashdot implementation is broken. Bulleted lists are even more broken.)
Re:Probably a dead end (Score:2)
Re: b0rked formatting:
The fix for it eating the first p tag between lines is to start your post with a p tag, before any text.
You also have to do it before any line that changes its indentation, such as when you end a blockquote. This post, for example, starts with a p tag, and there's also on
Re:Probably a dead end (Score:2)
No, we have to use extra html tags to fix the b0rked css.
According to the W3C standard, the div tag is a block-level tag, unlike span, which is inline. On slushduh, this comment is contained in a div (view the page source) but the CSS screws around with the div and the first p tag, turning them both into inline rather than a block-level containers.
Also, according to the same W3C standard, the closing p tag is not necessary. It's a waste, really. Semantically, paragraphs don't nest. Ditto with list item
Re:Probably a dead end (Score:2)
* Yes, this causes the video to be stretched ver
Humor, Sims, and Avatars (Score:2, Insightful)
I think that the most effective advertising online is as follows:
1. Humorous - If someone tries to sell me Coca-Cola while I'm online in say WoW, I might hate it, and In The Real World (ITRW) might even start to dislike Coke and choose Pepsi. But if they were to have the Coca-Cola symbol only it was Coca-Noca-Cola but otherwise the same, that's kind of funny, so it might give me a positive
In WoW? (Score:1)
PS: I'm not affiliated with the above sites. I just happen to use them.
Something to think about for game developers (Score:2)
Let the ads in and loose your audience. Ask tv execs what happened to their young male audience.
Now I do realize that this is temporary state. Just as the net is slowly being taken over by the sheep who love brands (myspace) this too will happen in games. For games aimed squarly at the average consumer ads are okay, they will swallow them as they do el
Re:Hidden Desires... (Score:1)
Great. ANOTHER medium to be ruined with ads (Score:2, Interesting)
Now it has gotten so bad that if you show up early to find a good seat, you'll suffer through either a series of slides of local advertisements or a hollywood "behind the scenes" documentary. Then you suffer through 15 minutes of movie advertisements and paid advertisements denouncing movie piracy. I often forget which movie I came to see.
So I've almost completely quit going to movie
SPAM (Score:2)
Unobtrusive? No chance. (Score:2)
To those people here claiming that "unobtrusive advertising would be okay". You're either dreaming or in advertising/marketing yourself.
The whole point of an ad is to communicate a message. If you haven't noticed it then it hasn't worked. Doesn't matter if it's in context or not. Only ineffective advertising is unobtrusive i.e. pointless.
The scientific evidence for subliminal advertising is close to nil.
90% of modern mass media marketing is nothing more than an arms race to get mindshare. That's why a