1. Presented for the Atlantic Marketing Association Conference Savannah, GA October 2008 Joanna Phillips Patricia Todd Western Kentucky University (Virtual) Reality Bytes: Marketer Effectiveness in Collaborative Virtual Environments

8. Theoretical Foundation User Type Relationship Manipulation Immersion Escapism Achievement Primary Motivation Social interaction Personal Gain Living Out a Fantasy Life Avoidance Power Exemplary Behaviors Forming friendships/ relationships, Discussing problems (virtual and real world) Manipulation, deceit, and domination of other players Becoming very immersed in avatar and in the rules and story of the CVE Uses CVE to escape stresses and problems of real life Strives to achieve power and status through items that show power in the CVE Potential Product/Service Offerings Social Products that increase attractiveness. (cosmetics/ clothing) friend or mate-finding services for avatars Products/services that increase physical prowess of avatars (Gyms, trainers, “ supplements” designed to give avatars more strength) Any product or service that can be considered authentic to CVE (Clothing/ Costumes/mode of transportation) No real world products Entertainment products that provide activities/ escape in CVE (Travel, dining, entertainment, fantasy goods) Status Symbols/ Luxury Goods High end luxury brands (luxury cars could offer “ branded” horses in WOW, cars in Second Life; “ resorts” for avatars) Potentially Welcome Marketer Tactics Forums/locations in CVE that encourage avatar interaction/ mingling (brand bars/pubs/nightclubs) Contests held among players that allow individuals to “ win” recognition over other players Personal rewards Any addition of a place/presence/ character in the CVE that feels real and authentic to the world. Creation of CVE areas where users can escape,enjoying some aspect of the CVE (virtual theaters, concerts, Plays sponsored by a brand) Exclusive for the elite. Status rewards for frequent patronage. Creation/ sale of status symbols for Consumption

17. Questions?