WorldsAway Launches "Ad-Objects"

The WorldsAway division of Fujitsu launched what it calls the first commercial “ad-object” on the Internet in the form of a virtual jukebox that dispenses CDs from Allegro Music.

The jukebox exists inside WorldsAway’s newest avatar-inhabited virtual world on the Internet, New Radio World, and it dispenses virtual CD objects that offer Allegro repeating, perpetual advertising impressions, the company said.

The CDs, which can play music clips and link back to Allegro’s Web site can be given or traded to other avatars inside WorldsAway’s virtual world, and can be rejuvenated every time Allegro wants to promote a new CD.

The company said Allegro and other advertisers are able to continuously promote their brands and provide a direct mechanism for consumers to sample and purchase goods and services. The branded, rich-media ads provide online visitors with tangible advertising object that may be redeemed, traded, annotated and dynamically updated.

“Internet users don’t respond well to flat banners, but the Allegro jukebox in WorldsAway’s virtual world gives us a visually interesting way to create memorable and perpetual impressions,” said Ron Knight, Internet marketing manager for Allegro. “The CD objects offer us a way to keep our message in front of an audience, and to create an actual desire for the message itself.”

“Allegro is taking advantage of the marriage between creativity and technology by placing measurable ad vehicles where they’re welcome on the Net,” said David Andrews, vice president of the WorldsAway division. “As a consumer product company, Allegro must constantly differentiate itself from its competitors and reach a savvy, technology-proficient audience.”

“Rich-media ads are not welcome everywhere on the Internet, but inside our virtual worlds they not only make sense, they actually create a demand.”