Virtual Worlds Forum

This is a slightly complex branding tie-up, but an interesting one nonetheless. The project has the cumbersome title of 'M by Mariah Carey's Virtual Ford Model Search, and is the result of a three-way partnership between MTV Networks, cosmetics firm Elizabeth Arden (which makes Carey's branded perfume), and the Ford Models agency. They're looking for a virtual supermodel, by inviting consumers to create an avatar that could become the face of MTV's Virtual Hills world. It's not just a beauty contest though. Entrants will be able to meet Ford Models experts within the world to get tips on real-world fashion, skincare and make-up, while also getting a virtual bottle of the M by Mariah Carey fragrance and a spray animation for their avatar. In January, the wannabe models will have to pose with the bottle, walk on a virtual runway, and compete in a virtual dance-off against rivals, with the winner becoming the face of a new marketing campaign for MTV's virtual worlds, and starring in an Elizabeth Arden/MTV TV advert. Again, this is an example of brands engaging with virtual worlds in a deeper way, tapping into the creativity of users rather than just launching a shop or branded zone. Another important facet of this particular initiative is the heavy promotion planned by MTV, including adverts on its TV channel around the new series of its popular The Hills show - which should be a big traffic boost for the broadcaster's virtual worlds. Virtual Hills website