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Toffler
says, "Our audience wants more interaction
with our content and with each other. Virtual
Laguna Beach lets our audience become the
stars themselves, stepping onto a virtual
stage and living the life they see -- or
would like to see -- on television.
"Virtual
Laguna Beach also is just one example
of the next-generation media models that
we're creating for our viewers to connect
with one another in ways they never could
before; for content creators to develop
experiences that live side by side with
on-air content; and for marketers to become
an integral and meaningful part of the programming."
MTV
executive VP Jeff Yapp programme enterprises
notes that the media models give rise to
a new concept of social networking by combining
two elements audiences love --
popular television programming and emerging
virtual world technology.
He
says, "Virtual Laguna Beach
and the other models we are developing hold
the potential for ushering in a new era
of audience engagement.
MTV says that the platforms offer the ideal
environment for marketers to seamlessly
weave their messages into the overall experience.Viewers
in- world also can choose to interact with
sponsors' content and also purchase virtual
as well as physical goods. MTV is working
with its advertisers to help them become
an integral part of each experience so they
can reach their consumers -- our audience
-- in meaningful ways.
Marketer
Support: A number of marketers and media
buyers have pledged their support for Virtual
Laguna Beach. Pepsi says that through
Virtual Laguna Beach the brandwill be able
to interact with consumers in ways that
it never thought possible.
Mediavest
says that platforms like Virtual Laguna
Beach allows it to achieve much more than
a simple campaign extension. They offer
the opportunity to dimensionalize the brand
and infuse brand attributes into the user
experience in a smart, fun, engaging way.
OMD
notes that this opportunity is an extension
of the truly convergent partnership between
it and MTV. It allows clients the opportunity
to connect with the audience of one of MTV's
premier properties in a much deeper and
personal way.
Virtual
Laguna Beach transports viewers directly
to Orange County, California, where they
live in the same environment as their favorite
cast members, and interact with other fans
through real-time chat. Viewers can hang
out at the beach or shop at the local surf
store and interact with one another in ways
that mirror the on-air program. Just as
the cast gears up
for the Winter Formal, so too can viewers
within Virtual Laguna Beach prepare for
the big night, find a date online and select
the tux or prom dress for their on-screen
identity.
The
third season of the reality drama premiered
last month and chronicles the coming-of-age
stories of various high school stories in
the upscale seaside town. On
MTV.com fans can join the VIP section of
the Laguna Beach Surf Club. Die-hard fans
also can go to MTV's Overdrive broadband
channel to get exclusive content, first
looks, community features, games and much
more.
MTV
is also working with Makena Technologies
on the development of Virtual Laguna Beach
and the forthcoming Logo environment. MTV
Networks is also working with Doppelganger,
formerly Evil Twin Studios, on the virtual
music environment.
MTV
Networks selected Makena Technologies, creators
of the 3D social virtual world There.com.
Makena is helping develop Virtual Laguna
Beach and the forthcoming Logo-based experience.
The selection leverages Makena's many years
of experience in developing one of the Internet's
largest 3D social virtual worlds, its understanding
of the youth demographic, its
development of an in-world economy, and
its sophisticated integration of user-created
content.
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