There's another branded feather in Makena Technologies' cap, with the news that it's teamed up with CosmoGIRL magazine for a 'Get Ready for Summer' promotion within its There.com virtual world. Brands also on board include Gillette Venus, Cover Girl and Tampax Pearl.
These brands aren’t just plastering ads in the world either. Tampax Pearl is sponsoring a dance-off contest, Gillette Venus is sponsoring a separate ‘smooth moves’ competition, and Cover Girl will have a branded photo hut in the CosmoGIRL village within There.com.
It’s interesting because of the intersection of brands - CosmoGIRL has been active in There.com for some time, but it’s now bringing in other brands with whom it has relationships. It hints at a possible strategy for virtual worlds: to identify the media brands who can leverage their existing advertising relationships to bring big names on board.
(via Worlds In Motion)
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