Wells Fargo Plants Flag in Hit Multiplayer Game

  |  September 16, 2005   |  Comments

The bank says its private 3D environment in "Second Life" will teach financial literacy.

Wells Fargo has built a branded 3D online role-playing game within the massively multiplayer universe known as Second Life.

The company said its game environment, called Stagecoach Island, will teach financial literacy to young people while they guide avatars through a branded mini-world full of other players and potential adventures.

The island's attractions include skydiving, jet skiing, communal social areas and shopping. Some are free. Others cost money, which players can earn by interacting with the Wells Fargo brand -- specifically, by answering financial trivia questions in a "Learning Lounge." That material is drawn from Wells Fargo's own offline financial literacy program.

The game hasn't received wide release yet, but the bank has launched a pilot program in San Diego and Austin, Texas. Wells Fargo's experiential marketing agency, Swivel Media, helped create the game.

Stagecoach Island exists on not one but several islands within Second Life, and it's sealed and separate from the rest of the MMORPG (define). The islands are private, and regular users of Second Life can't access them without first being invited by Wells Fargo. Even then, they are unable to bring their Second Life avatars along.

Linden Lab, the creator of Second Life, hopes more companies build 3D games of their own using the platform.

"We're trying to position Second Life as a platform for development, so you can go in and build whatever you want in there," said Catherine Smith, director of marketing. "I think Wells Fargo's Stagecoach Island is a great example of how that can work."

The business and marketing applications of virtual worlds are still poorly understood, but models are emerging. Second Life is host to many entrepreneurs engaged in virtual real estate prospecting, for instance, or in selling 3D objects they create using the game's development tools. At least one player has even created a virtual ad network within the game, helping in-game manufacturers sell everything from weapons to cars to pets by distributing virtual signage throughout the Second Life universe and then serving ads into it.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...