Client Scenario
Warner Bros. Records first approached Millions of Us to build a series of enhanced 3-D listening environments within Second Life in order to build interest new releases for their roster of top recording artists.
Approach
To meet the challenge, we created an environment that was perfectly matched to the aspirations of the artist's core demographic – urban hipsters. The environment, which looks like an uber-hip East Village loft space, contains all the information from the album's liner notes. Moreover, it was the only place that fans could listen to the album before its release (via MP3s that stream on demand into the loft).
To launch the project, Millions of Us dropped versions of the environment at handpicked locations throughout Second Life and organized a release party.
Building on the success of the Regina Spektor launch, Warner collaborated with Millions of Us to launch Talib Kweli's new album “Listen”. We built a huge brownstone in true Bedford-Stuyvesant (Brooklyn) style with turntables, video, pool table, bar, and pitch-perfect neighborhood accents. With the venue complete, Millions of Us pulled together a flash mob appearance for Talib, giving him a chance to speak directly with his fans in SL.
Results
The response to the Regina Spektor project was overwhelming, with praise pouring in, proclaiming it "visionary marketing" and "the first 3D record album". Visitors said it was like "living in a music video" and "MySpace on steroids". Most importantly, people who visited the location began inviting their friends and spending hour upon hour hanging out there, helping the campaign to expand virally and its venues to grow increasingly “sticky” for consumer eyes and ears.
For the Talib Kweli event, the sim quickly filled to capacity, and extremely enthusiastic fans surrounded Talib – one protective female avatar stood with her back to Talib and kept the crowd at bay, showing the potential for nuanced 3D interaction. A rich hour-long Q&A followed, with fans delighted to have a chance to talk 1to 1 with their idol.