Virtual Buzz Agents Promote Harry Potter, Imax

Bianca Bartz
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Virtual marketing in Second Life has had a huge impact on real life sales. There are marketing companies whose entire business has been reshaped to specialize in brand marketing in Second Life.

A group of 24 avatars were recruited (and paid!) by This Second Marketing Llc in the week surrounding the July 11 opening of Harry Potter and the Order of the Phoenix. The virtual street team interacted with other avatars, promoting and giving out freebies (tshirts, imax glasses) and emphasizing the Imax experience.

The virtual buzz agents wore white outfits emblazoned with the Imax logos and were followed around by a floating poster above them.

Best thing they did? The virtual promoters gave out 300 movie tickets which were redeemable in real life Imax theatres to see the film!

The company was able to reach 15,000 individuals in their target demographic. Now that’s some innovative marketing!

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