K Zero: There.com, Whyville, and Habbo Lead in Marketing Campaigns

K Zero released an update to its virtual world "Explorers" chart, tracking marketing campaigns across different virtual worlds. In January, Gaia Online was the most popular world with brands. Now There.com, Whyville, and Habbo Hotel lead with nine, nine, and eight major brand campaigns. I think those numbers would rocket for those worlds and others if you factored in one-off events for entertainers, but, more importantly, K Zero is also seeing an increase in brands trying campaigns across multiple worlds. Previously Scion was one of the few brands to experiment in multiple venues. Now companies like Sears are launching campaigns across a range of environments at once.

"We’re also starting to see brands deploy marketing into multiple worlds. Toyota has been the pioneer of this practice," blogged K Zero's Nic Mitham. "Companies like Sears and Puma (emerging) are now adopting similar strategies. This is good if a) The company wants the widest reach possible within a targeted age range - a single message campaign across multiple worlds. b) The company has target markets in different demographic groups- different campaigns in different worlds." [Check out the full listings at K Zero]