At the 14th edition of the AEDEMO – AEA Seminar on the Effectiveness of Advertising Communication ("More for less: The year of ingenuity and ROI"), Alberto Español and Santi Garcia from Time On Screen (Alternativa de Medios group) presented their proposal for the creation of virtual worlds for brands, as a cross-media tool that multiplies communication opportunities and benefits.
The speakers began by debunking the false idea that virtual worlds are dead, thanks to figures that speak for themselves. A daily business of two million dollars, more than 800,000 people in the world who actively use it with an unbeatable average of 13 hours of use per week, for an average age group of 30 years (Nielsen). As it also incorporates voice, Second Life is, according to Linden Labs, the second most used voice communication operator after Skype.
They then presented some of the possibilities twitter data of the medium through real examples, such as the campaigns of PSOE, Colgate, Stabilo, etc., as well as the work of Time On Screen for the Generalitat de Catalunya, the Antena 3 series "Física oquímica" and Vinnay.
Some of the main integrated communication applications of virtual worlds are:
– Creation of a virtual world dedicated to a brand
– Sponsorship of concerts
– Reproduction of elements to show a virtual catalogue where you can interact with the brand
– Testing of products before putting them on the market
– Pre-testing of advertising, promotional and communication campaigns
– Production of corporate videos, showing the factory, facilities, etc.
– Filming of SPOTS in the virtual world and broadcasting them on TV
– Recreation of museums, collections that cannot be shown to the public…
– Development of traveling fairs in different cities around the world.