Avatar Based Marketing: The Panel

Vedrashko at Brands in Games has the full transcript of a recent panel dicsussion about the Harvard Business article on marekting to Avatars.

Some highlights:

Razor Rinkitink: Hello everyone. My RL name is Raz Schionning and I live and work in Los Angeles. I’m the Web Director for American Apparel – so I oversee our web sites, web development, and online marketing. AA opened the doors to Lerappa Island and our SL store a week ago and we’re very excited about it.

Why did we do it and what do we hope to achieve? On a personal level I see Second Life as a budding example of the evolution of the “web experience”. The potential is amazing and very compelling. The constant expansion and participation is energizing. Our store in Second Life is an experiment in how we may establish relationships with our customers in this evolving medium. To speak like a marketing person for a moment, I see a strong overlap between SL users and AA consumers. They are sophisticated, educated, have money to spend, and fall into our target age range. So it makes sense to investigate how we can speak to this community. Not unlike the way we approach any potential audience in order to grow our business.

That said, I have few expectations about generating significant revenue right now – it’s not the objective at this point. As with all the marketing we do, we’re being innovative and keeping our ears to the ground; we want to see how people will respond to our presence in SL.

Boliver Oddfellow: If I might make so bold the key to reaching today’s end users in this marketing space can be summed up in the words: don’t sell me, play with me.

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About Daniel Davenport

Daniel is a digital media executive with internet and broadcast experience. Daniel is currently the executive strategy director at THINK Interactive.

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