Brands – Virtual is Reality

‘Virtual space’ has proven itself to me more real than tangible space. What I mean by this is that, with a magazine or a broadcast advert, the life of the message is as long as the broadcast or however long the tangible is kept; once a magazine is thrown away or once an ad has aired, so too is the message. ‘Virtual space’ is the sanctum for messaging to become immortal.

The Cadbury’s Gorilla ad was aired back in August 2007, yet it still received regular views and discussion related to it. Have a look at the video I have immortalised below, the last comment post at the time of my writing was but a few hours prior). Not only does it retain its buzz but also thanks to its permanent and replicated presence on the internet, occupies potentially infinite ‘virtual’ real estate. Short of framing an advert from a magazine and using industrial grade ink retainer this wouldn’t be possible with magazines – and before the smart alecs start with the microfilm angle, it still wouldn’t be able to reach or more importantly, BE reached by so many from so many places with a click.



Be it on work emails at lunch, on Facebook or through Twitter tweets, the internet has provided us with a central place for sharing and discussion. YouTube links and tiny URL links fly about more frequently than Jack Bauer has bad days. We no longer appear to need tangible media to show and tell intellectual content with our friends; CTRL + C > CTRL + P and broadband does it for us. Social web 2.0.5.81389138612 is brilliant for extending social networks and sharing isn’t it...



I firmly believe that we will soon reach a point whereby brand equity and trust will stem heavier from their online presence and messaging than from the actual products they offer. At present, online offerings from brands help to raise, augment or sway brand presence, offerings, and opinions. With television adverts now showing signs of being designed with digital in mind (yes I am indeed STILL referring to the musical ape – it’s been a draining few weeks so let’s stick to him).

If I were a betting man (or had the money to), I predict mobile applications will become the next focus digital medium for branding to concentrate on. What better than virtual immortality online than, virtual immortality offline! With mobile applications on the iPhone proving to be a hit with the cool kids, even HDTVs are following the PC/Mac suit with them. Gadgets, Widgets, Apps, whatever you wish to refer to them as are occupying many a desktop, home screen and home page all over the globe. I think the first app I installed was the Honda Red H application that was effectively a ticker and media stream for whenever new information and tidbits related to the new Civic Type-R were announced, and occupied my desktop up until my OS gave out – The Power of Apps. The beauty of them is that they are voluntarily downloaded, installed and kept; what better way of knowing if a brand or campaign has flirted with the right tone? I will follow this subject up more soon depending upon certain developments in my life...

Wanted: In-Game Digital Advertising

I read an interesting forum string last night from the newly launched MAG: Massive Action Game teaser microsite, it was titled ‘Instead of PAY to PLAY, why not advertisements?’. MAG is an ambitious PlayStation 3 Massive Multiplayer Online (MMO) game that promises battles comprising of up to 256 online players simultaneously. As a result, speculation has arisen with regard to possible Pay-to-Play subscription charges arising. This thread demonstrates an avenue where adverts would be welcomed, even seen to be a positive solution to user needs. It seems adverts are not the victims of zipping when it comes to interactive media compared to television broadcast channels.

I for one would like to see in-game adverts for the added sense of integrated realism and sense of converged reality that they bring, as touched upon in my previous OnLive post. Should in-game advertising presence lead to free gaming where there otherwise would have been a fee, then all the more better for gamers. US gaming network IGN caught onto this innovative platform for advertising revenue back in 2005, setting up the world’s first In-game Advertising and Marketing service that saw much interest across the globally warm sea. Interesting how it was not a media agency that launched this premier service to the world... I think this is due to the medium of computer games still being looked at as more niche than other media forms despite the industry now being worth more than the Hollywood industry. But things will change; blogging was very niche once upon a decade ago and now look - blogging, mini blogging... blogging...

For brands this is an important digital channel to consider. Just as digital advertising has boomed in recent years, it took some time for brands and agencies to warm to the idea and recognise the power of digital over traditional forms of advertising such as broadcast and print – as a result they are now reaping the benefits of lower creation costs that generate wider spread share of mind and returns. I for one believe that having an in-game billboard with a brand on that players can attempt to Zap (did you Marketing bods see what I did there? Good times) with their virtual weapon of choice gives potentially the longest share of voice for said advertising brand. It is viral too – imagine a swarm of virtual billboard destruction seeking sheep flocking over to spray their ammo upon the victimised ambient, or in game messages to friends to “meet at the TheSugi sign” - it is an indirect brand referral! Well potentially anyhow... who knows, perhaps a good message may find its most suitable target audience via in game adverts, after all genres attract different consumers... just an idea.

So following on from my previous post on the potential for advertising and branding within computer games and interactive channels such as OnLive, what do you think? Would you like to see adverts in your games or will they nark you off something silly, and instigate a protest outside of Parliament?