OTOinsights

OTOi helps Comcast Launch "Comcastic Island" in Second Life

Yesterday, Comcast announced the opening of Comcastic Island in Second Life, officially becoming the first major North American communications company to establish a presence in a virtual world environment.  Comcast, a client of OTOi, started planning a Second Life initiative at the end of last year.  OTOi developed the strategy and outsourced the build to Million's of Us.  There was a concerted effort  to not do anything overtly marketing.  Instead, efforts were focused on creating value for the overall Second Life Community by developing a massive entertainment venue where in-world residents may go to play and have fun. 

Comcastic Island, which may be accessed by typing in the Keyword "Comcast" within Second Life's World Map search bar or by visiting the following SURL: http://slurl.com/secondlife/Comcast/128/128/0, contains a futuristic race track, jest ski course, jet pack course (where the jet packs may be acquired for free and used by residents as transportation  anywhere within Second Life), parachuting, an entertainment complex, cafe, and a secret lab (which you are going to have to try to find on your own).

This is the first of many initiatives planned by Comcast within Second Life.  Ultimately, this project will help inform them on how to engage with individuals in this and other up and coming virtual worlds (see Dr. Bardzell's post titled "Tourist vs. Resident Research").  This learning is vital for Comcast has they continue to transform themselves into one of the worlds leading entertainment companies.

Additional articles and posts about this launch may be found below:

Press:

Forbes.com
http://www.forbes.com/feeds/ap/2007/06/14/ap3822528.html

MediaPost
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=6239

Multichannel News
http://www.multichannel.com/article/CA6452096.html

GameDaily BIZ
http://biz.gamedaily.com/industry/news/?id=16508

 
Blog Posts:

3pointd
http://www.3pointd.com/20070605/comcast-parachutes-into-second-life/

MOU blog
http://www.millionsofus.com/blog/

SL Universe
http://www.sluniverse.com/pics/Default.aspx?Name=Kumi%20Kuhr

Blog Spot
http://slambling.blogspot.com/2007/06/comcast.html

ScottSecondLife
http://scottsecondlife.blogspot.com/2007/06/enter-comcastic-island.html

MindBlizzard
http://blog.mindblizzard.com/2007/06/comcast-plugged-in-sl.html

RipTen
http://www.ripten.com/2007/06/15/current-life-got-you-down-comcast-has-the-answer

mySecondLife.it (Italians are into it)
http://www.mysecondlife.it/comcast-apre-un-parco-a-tema/20070615.html

Slandreamedia (the French too, dammit)
http://slandreamedia.wordpress.com/2007/06/06/un-fai-dans-second-life/

Virtual Worlds News
http://www.virtualworldsnews.com/2007/06/whos_new_to_sec.html

Jeremi Karnell-President, One to One Interactive

One to One Interactive launches Comcast into In-Game Advertising

OTOi, the digital marketing agency division of One to One Interactive, has recently launched an extensive in-game advertising campaign for Comcast's new Game Invasion High Speed Internet Product.  Via the Massive Incorporated video game ad network, Comcast is able to reach there target of male 18-34 hard-core gamers in a contextual way, adding to the realism of the game while simultaneously creating pervasive brand awareness.  Massively Multiplayer Online Role Playing Games (MMORPG), First Person Shooters, and Sports categories made up the buy.  Rainbow Six 4, Splinter Cell 4, Swat4, Anarchy Online, And1 Streetball, MLB 2K6, and Tony Hawk AW are just some of the titles where the Comcast messaging appears.  Some screen shot provided below:

 

 

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