Comcast of all companies has an interesting ad campaign using virtual worlds – Comcast Town. The campaign combines a funny jingle, commercial spots, and an easy to use virtual world or more specifically a virtual room builder. It’s Flash based so there is no need for an install and that isn’t the only thing Comcast got right. What they’re really playing on is the fact that most people find virtual world technology nifty. They may not stick around and make the virtual world part of their daily lives but many will spend a few minutes decorating a virtual room. What advertiser wouldn’t like that type of engagement with their products and brand? It’s quick and has more context than technology. As I continue to harp on – virtual worlds are about the context. Comcast Town is a lite example of context leveraging the technology.
But like I said, they do a lot of things right.
- It’s got style – from the art to the odd incorporation of squirrels
- Reinforces Comcast’s products – phone, TV, Internet
- Incorporates other trendy brands – Boing Boing and Notcot
- Makes a great use of sound
- Doesn’t require an instillation
- Has context – pulls much from the commercials and grounds you in building a room
- Has a goal – it’s a contest (however weak that is it certainly adds to the context)
- Game elements – you only have so much money
Is it viral? I doubt it. It incorporates with Facebook so there is that but it’s not like you’re building an army of vampires. But I think that lends to it’s feeling of being lite.
Overall its a great use of virtual world technology and an example other virtual worlds could learn from – namely context. It’s lite and engaging, what brand wouldn’t want that?
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