Objectives

• Leverage the best of Web 3.0 to reach a wider audience in more countries and with more global business people then in the past.
• Report the finding of the DB2008 World Bank report to interested businesspeople.
• Garner new attention from businesspeople using a new medium to reach out to their audience.

 

Solutions

• Produce a customized World Bank “Doing Business” event platform for the report launch on ACTIV8 Island Complex.
• Brand the interactive event space for the in-world event.
• Bring the Doing Business Report 2008 to the attention of Second Life residents using TheSLAgency’s Second Life Interactive Media Network.
• Disseminate information via notecards and landmarks to Second Life residents via the Second Life Interactive Media Network.
• Organize and schedule a live speaker to address the World Bank 2009 audience.
• Prepare a moderator to field live questions in both text and voice format and host the conference.
• Fully staff and manage the event with dozens TheSLAgency employees.
• Prepare and use real world media in the form of press releases and web banner ads as well as Second Life media (TheSLAgency’s Second Life Interactive Media Network) to alert the public of the event.
• Produce unique branded avatar clothing to further impress DB2008 on audience.

 

 

Results

• Campaigned reached over 1,000 interested avatars.
• Reached an audience in over 101 countries in under 3 hours.
• Tens of thousands of impressions made in combination of both the virtual world and the real world.
• Numerous downloads of the DB2008 report which is still being downloaded and available to this day.

 

Client Testimonial

"Working with Joe and his talented team at TheSLAgency has been a pleasure.

The World Bank's Doing Business event in Second Life went off flawlessly - the professional management of the entire agency team, coupled with effective marketing and promotions, ensured that our event was attended by people from all over the world.

TheSLAgency did more than simply host an event for us - they used their real world skills of over 20 years of event management expertise to create an effective groundswell of online and in-world interest in The World Bank/IFC report.

I would highly recommend working with Joe and team."

Ramin Aliyev

Knowledge Management Analyst

The World Bank Group

 

 

Agency Client: Moxie Interactive

Client: Nestle USA; Nesquik Brand

 

Objectives

• Create ongoing relationships with avatars/residents in Second Life to increase brand awareness and brand affinity.
• Generate a “Nesquik Living In SL” atmosphere while avoiding over-aggressive branding.
• Hold interactive events to engage residents in virtual world experiences that create real world brand awareness and a personal connection with Nesquik.
• Utilize brand assets, including Nesquik Bunny and bottles, to create deeper connections.

Solutions

• Develop QuikSk8 Park, a lightly branded and resident-friendly skate park within the ACITIV8 Island complex.
• Use QuikSk8 Park as an event center for Nesquik themed and sponsored events.
• Train, prepare and educate custom staffing to maintain QuikSk8 Park acting as greeters, content developers, DJ’s, and event hosts.
• Develop relevant prizes and branded giveaways to be disseminated at QuikSk8 Park during events to Second Life residents.
• Create “Nesquik Gear” to be delivered to residents in the form of T-shirts, Sweatshirts, Bottles, and stunt-performing skateboards.
• Create “Club Nesquik”, a Nesquik affinity group delivering information to group members on Nesquik affairs and events within Second Life.
• Use the Second Life Interactive Media Network developed by TheSLAgency to reach across the Second Life grid to deliver content and information about all Nesquik related events to SL residents.
• Develop three custom events for Nesquik; A grand Halloween costume event, a user generated graffiti art competition, and a Nesquik branded Treasure Hunt in which the objective was to locate golden topped Nesquik bottles.
• Develop a variety of free Nesquik content and Nesquik branded apparel to be made publicly available to all Second Life residents.
• Produce and evolve a Nesquik Bunny avatar to engage and to interact with Second Life residents. The Bunny was to travel throughout the grid to strategically chosen locations and was to attend events at the ACTIV8 Island Complex.
• Brand Ambassadors travel throughout the SL grid engaging SL residents in Word of Mouth viral marketing on Nesquik related events and goings-on.

Results

• Brand Ambassadors logged more than 1,600 hours throughout the campaign making Second Life residents aware of the Nesquik brand engagement and of QuikSk8 Park activities.
• QuikSk8 Park boasted an average stay time per visitor of 90 minutes.
• Over 20,000 unique visitors visited QuikSk8 Park during the engagement.
• Over 44,000 unique visitors to the ACTIV8 complex were presented with or interacted with Nesquik branding; many of these visitors returned to Activ8 to log well over 175,000 visits.
• More than 2,200 combined unique visitors attended the specially prepared Nesquik themed events.
• During the life of the engagement, over 36,000,000 impressions were generated for the Nesquik brand; this figure included a majority of impressions generated by Nesquik branded artwork delivered to Second Life residents via TheSLAgency’s Second Life Interactive Media Network.
• The Nesquik affinity group dubbed “Club Nesquik” boasts over 750 active members.
• Each of the 3 specially constructed Nesquik events attracted so many participants that they filled the virtual space (sim) to its capacity numerous times.
• Over $750,000 Linden was given away as prizes to Second Life residents during special events as part of the Nesquik program.
• The Nesquik Bunny avatar interacted with over 60,000 unique avatars throughout Second Life.
• The Bunny, Brand Ambassadors, Custom Vending machines and clothing boxes delivered over 16,000 branded Nesquik objects including T-shirts, Bottles, Sweatshirts, and trick-performing skate boards!

 

Client Testimonial

“TheSLAgency was able to bring the brand to life (via the brand character as avatar) and test viability of the brand in a virtual world environment for a low out of pocket cost. We were able to execute a successful campaign, gauge consumer reaction and gain valuable learning for the brand to inform our next steps forward in this environment. Through TheSLAgency business model, we are able to focus on US residents, manage our interactions and brand integrity and work collectively to establish and develop relevant metrics. They have been very flexible and adaptable to our needs and this has been a big help in navigating this new space for our clients.”

Mike Salvo
VP Digital Media Director
Moxie Interactive

Case Study: MIRA Publishing
“Silent in the Sanctuary by Deanna Raybourn”

Objectives       

• Produce traffic to eHarlequin.com using 3D Virtual World Second Life.
• Create and maintain a platform for virtual book signings, author-reader interactions and news releases.
• Develop deeper reader connections and interpersonal relationships with individual avatars.
• Reach both national and global audiences with campaign for upcoming Harlequin release, the Victorian-themed “Silent in the Sanctuary.”

Solutions

• Created a unique space in Second Life labeled - “Bellmont Abbey” which was located on the ACTIV8 Island Complex, realizing a fictional castle envisioned by author, Deanna Raybourn as the setting for all events & tie-ins.
• Built buzz by leveraging brand ambassadors in dozens of popular locations on the Second Life “grid” to spark conversation about literature, the Victorian era, and Bellmont Abbey.
• Used web banner ads placed on “SL-centric” websites to reach out to Second Life residents to work in cooperation with the brand ambassadors allowing for a gradual increase in awareness of the Deanna Raybourn’s Novel, Silent in the Sanctuary.

 

 

• Held 3 large events at the Abbey to promote the author/book, as well as multiple weekly smaller events to maintain interest in the title.
• A book discussion event
• Victorian Ball Event
• A writer’s workshop
• Disseminate information & ownable sample chapter items via the Second Life Interactive Media Network complimenting the brand ambassadors and web ads.

 

 

Results

• Book discussion events allowed residents to communicate with Deanna Raybourn both via voice and text chat. Many of the attendees were from parts of the world that Deanna could not visit, effectively increasing her reach hundreds-fold.
• The Victorian ball event found both new and old residents dressed in Victorian fashion, dancing with each other, and interacting with Deanna Raybourn.
• TheSLAgency distributed 49 copies of digital e-books to those at the Victorian ball.
• 3 avatars (and their real world incarnates) received an autographed hard copy of Deanna’s book “Silent in the Sanctuary.” This included one recipient from New Zealand.
• The writer’s workshop had a large attending of writers gathered in intimate discussion on best practices, plot concepts, and character development.  
• The media campaign via web banner ads, press releases and use of TheSLAgency’s Interactive Media Network generated over one million impressions.
• Each affair at “Bellmont Abbey” held the location at maximum capacity for the duration of the event.
• Each visitor at the events stayed for an average of 22-37 minutes.
• Thousands of visitors have visited Bellmont Abbey over the course of 30 days.
• Traffic was driven to eHarlequin.com and Amazon.com for book sales.
• Feedback surveys indicated purchase intent as well as existing brand affinity.
• Bellmont Abbey remains a unique space and an ideal location for Harlequin Books to release other book offers or news updates.
• Thousands of users downloaded and viewed promotional materials made available via the internet or within Second Life; including first chapter previews of Deanna’s book.
• Members of both the national and global audiences were reached.

 

Client Testimonial

“Beginning with the custom-made sim that successfully replicated a key setting from the novel, to the author's very exacting specifications, to the final report from the team that delivered detailed engagement analysis complete with traffic and stats; the entire team performed superbly.

I would recommend the SLAgency, ACTIV8, and Moderne Promotions to anyone looking to create a successful engagement.”

 

Jenny Bullough

Manager, Digital Content and Interactivity

MIRA / Harlequin Enterprises Ltd