When we were asked to help bring to market a new online virtual world and social game, we jumped at the chance. Hip, sophisticated and realistic, full of mystery, romance and drama – all set on a tropical island somewhere in the South Pacific – the opportunity was right in our sweet spot to work with a brand in its inception phase and blur the lines between product marketing and an on-brand user experience.
In Phase one, we created the name, brand, online properties, in-game elements and communication materials. Phase two was all about building the buzz while the game was in production, and PureMatter created compelling assets such as blog stories, mysterious puzzles, a unique VIE alphabet and contests to keep fans engaged in and outside the game. Online advertising and social media helped promote the virtual in-game brands to build awareness and induce trial. Now launched, VIE has an ever-growing community of island “residents” and an impressive social media fan base.
