Virtual Worlds Forum

More proof that brands are committing serious marketing dollars to virtual worlds. Variety has a report on DEWmocracy, a new virtual world / online game funded by Pepsi to promote its Mountain Dew soft drinks. The company has even signed up actor Forest Whitaker to provide creative and scripting work for the world, and a promotional short film. Marketing firms Protagonist and WhitmanHart Interactive also worked on the project. The core idea is very gamelike: players have to complete challenges in order to develop a new flavour of Mountain Dew, with the twist being that next year, people will vote on the best ideas, and the winner will actually be produced. I'm loving Whitaker's flowery quotes on the project:|

"Mountain Dew offered me an amazing opportunity to create a mythic universe using all forms of storytelling that will allow those who participate to develop their product," Whitaker said. "Ultimately, the drink will be on the street and in stores where you get to see it, touch it, taste it, drink it, make it a part of you; bringing you from the virtual world to the real world."

It's certainly a novel idea, and the competition element may help build a base of users who don't disappear after the first novelty appeal wears off. As ever, one question is why launch a proprietary world, rather than work within an existing world like Second Life or There.com. DEWmocracy website (via Variety)