Warner Bros. Television - Gossip Girl

Client Scenario

The CW Network and Warner Bros. Television were preparing to premier their marquee new show for fall 2007, "Gossip Girl." The network approached Millions of Us to conceive, build and manage a virtual world social experience.

Approach

Our team of game designers, artists and engineers were tasked to recreate a massively realistic version of Gossip Girl's setting, Manhattan's Upper East Side. In this living and breathing world, girls can gather, find new friends, and build a whole new social community. The environment let participants buy their own apartments and decorate them with the entire economy driven by a gossip game where players are rewarded for style, personality or popularity. The result is an ever-evolving virtual city of user-generated, Gossip Girl-themed content and interactions that kept visitors coming back for more.

Results

The virtual Upper East Side is one of the busiest sims in Second Life and enjoys remarkable engagement numbers. Since its launch in September 2007, the virtual borough has hosted over a half-million unique users, more than twice as many people that actually live in the real Upper East Side, and those inhabitants have spent a combined total of 6,813,056 minutes inside the Gossip Girl experience.