Ad Age: Nike, Levi Strauss Test Virtual World Marketing

There's a new new thing that may double as an ad medium and an in-depth research and behavioral analysis tool for marketers. A Silicon Valley startup launched 'There,' a software application that creates a virtual world in which members can play games, shop, explore fantasy worlds, chat and create their own home or fashion designs. The company is selling "sponsorships" to marketers allowing them to join the There community and to display their products in virtual world scenarios.

There launched with a beta community of 27,000 with Nike and Levi Strauss along as premiere sponsors. By participating, Levi's was able to determine behavioral patterns that coincided with the usage of the company's jeans such as realizing women who purchased Levis in a There community socialized far more than those that did not.

The possibilities here are huge as more consumers adopt the online medium as in integral part of their life experience. The rise of communities and online dating is indicative of this. There is an intriguing foray into the capitalization of online communal activity.