MTV Brands Virtual Worlds
By Krisserin Canary
iMedia Connection
MTV wants you to head on down to West Coast customs in a new virtual world created specifically for "Pimp my Ride."
For all of those energetic fans who wished they could restore their hooptie but don't live in the Los Angeles area, Xzibit invites you to go online and visit a virtual Van Nuys with all the accouterments of West Coast culture.
The virtual world will be connected to MTV's other virtual worlds -- for shows "Laguna Beach" and "The Hills" -- with a virtual highway. MTV is planning to add more features in the coming months, including clickthrough items, which allow users to buy real-world objects in the virtual world.
More virtual communities are in the works including worlds, for "MTV Cribs" and the "Logo" world, for MTV's LGBT network.
Virtual branding and merchandising opportunities are sure to be large with a pervasive reach into the younger demographics. Matt Bostwick, SVP franchise development for MTV, told Yahoo! News that the "Laguna" and "Hills" projects have drawn a total of 600,000 registered users, with 85 percent female with a median age of 20, and daily visits are up 300 percent from January.
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