OTOinsights Releases t=zero Report on Learnings from Corporate & Amateur Builds in SecondLife
July 7, 2008
Initial Findings
Boston, MA - May 2, 2008 – OTOinsights, the
research arm of One to One Interactive, has released its first
t=zero report, entitled ‘Serious Games for Marketing,’ (available
for free download:
www.tzero-research.com). The study set out to
find how the top 10 user-generated builds in SecondLife compared
with the top 10 corporate builds. In making these evaluations,
particular attention was paid to production quality, publicity and
advertising, social infrastructure, role of commerce and population
density. Based on their findings, the t=zero team offers five
insights for the design of future branding and marketing-oriented
builds in virtual worlds.
"OTOinsight’s t=zero initiative is an industry-academic
collaborative research project between One to One Interactive and
Indiana University’s School of Informatics. Our objective is to
determine useful measures of user engagement and experience with
digital and social media" said Jeremi Karnell, Co-Founder and
President of One to One Interactive. "Our first publication,
focused on Serious Games for Marketing, is meant to take a step
back and objectively evaluate what worked and did not work in the
rush to establish early footholds in Virtual World spaces. Our hope
is that these findings will help guide future efforts as we see new
entrants and innovations in that space."
The team of OTOinsights researchers led by Shaowen Bardzell,
Ph.D., Jeffrey Bardzell, PH.D., and Tyler Pace, specializes in
cultural computing in computer-mediated social spaces such as video
games, massively multiplayer virtual worlds and social networks.
Upcoming t=zero research topics will include: Engagement with
In-Game Advertising, Affective Interaction with Internet Video,
Making Player Engagement Visible (A Multimodal Strategy for Game
Experience Research), Mobile Content Engagement and Successful
Disaggregated Media Applications on Social Networking Sites.
About OTOInsights
OTOinsights is a collection of primary and secondary research
offerings that is breaking new ground in neuromarketing to offer
clients advanced and scientific levels of insights into how
consumers engage with their brands across the landscape of new
media channels. OTOinsights is comprised of t=zero and Quantemo.
t=zero is OTOinsights’ secondary research offering that focuses on
the emerging media platforms and trends which are changing society’s
media consumption habits. Quantemo is a primary research lab that
takes a scientific approach to measuring a target audience’s
emotional reactions to digital media to establish measures of
engagement.
About One to One Interactive
Complete One-To-One Solutions for Brands, Agencies, and
Publishers
Established in 1997, One to One Interactive is the first
enterprise to assemble a complete solution for brands, agencies,
and publishers executing one-to-one marketing strategies. By
bringing together one of the nation's leading digital marketing
agencies, the worlds most comprehensive portfolio of permission
marketing platforms, unique performance based social media
networks, and cutting edge neuromarketing research techniques, the
companies of One to One Interactive build informed and creative
customer/constituent strategies on the belief that digital media’s
ability to enable engaging one-to-one dialogues is the future of
marketing. Please visit one of One to One Interactive’s web sites
for more information:
Download the report
 back to Announcements
|
