Extrait du Wall Street Journal A year ago, online virtual world Second Life was being hailed as the next big digital-marketing phenomenon. But it has begun to lose some of its luster. Put off by high costs and uncertain returns, marketers who had rushed to establish a presence in the three-dimensional online computer game are beginning to look elsewhere. Others, particularly in the entertainment industry, are creating their own virtual worlds that fans visit via a brand’s Web site. Take, for instance, television network CW’s new drama « Gossip Girl, » about prep-school students living in Manhattan’s Upper East Side. To promote the show, CW’s half-owner, Time Warner‘s Warner Bros., worked with Millions of Us to build a virtual Upper East Side neighborhood, where users can shop on Madison Avenue or see the school that characters from the show attend. The world, which just recently opened, uses the same underlying technology as Second Life, but visitors enter through the « Gossip Girl » Web site.
La journaliste croit que « Gossip girl » a crée son propre univers mais le concept est bien présent sur Second Life sur 4 îles.
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