Ad Agency Stable Media Gets RipLounge Virtual World

Wyndstorm Corporation announced today that it had built a Web-based virtual world, RipLounge, for advertising firm Stable Media. While plenty of virtual worlds have a business model built, at least in part, around advertising and sponsorships, this is the first I've heard of one built to deliver a specific ad agency to deliver "a social media marketing network for effective, targeted online promotions and content sponsorships" made available to advertisers through "targeted in-scene advertising, as well as the flexible profile-based data, available throughout RipLounge."

"RipLounge was designed to take social networking to the next level," said David Abelson, co-founder of Stable Media. "Advertisers can choose how they want to be seen within the community. We're trying to break away from the typical ad placements that users are not engaging in. We want to follow the lead of television and film in their ability to effectively advertise through product placement and content integration which enhances brand exposure while maintaining the integrity of the user experience."

The world combines social network profiles and virtual locales like dance clubs and yachts, with more planned. The avatars have some basic customization and animation, but the video on the site still makes them look fairly clunky, which makes me wonder if they'll be able to hold the attention of the targeted "market of 25- to 40-year-old social media users."

It will feature independent artists and new music, though, which always has draw potential.

"RipLounge illustrates the value of Wyndstorm's end-to-end solution," said Marian Sabety, President and CEO of Wyndstorm. "When Stable Media approached us in September 2007 to build an entertainment platform, we offered them program design development, hosting and content management, as well as our online marketing expertise in order to build out their cool online destination where friends can hang-out and have fun together. RipLounge represents a new breed of networks, taking social media solutions to a new level."

The world is set to open on April 1 and launch completely at the Ad:Tech San Francisco trade show April 15 to 17.

Wyndstorm Corp. will be exhibiting at Virtual Worlds 2008, April 3-4 in New York City, Booth #12.