• by Tameka Kee , October 5, 2007

Boston-based WeeWorld, a social network cum virtual world and home of the popular WeeMee avatars, is opening up full-scale for marketers. Brands like the Ad Council and Skittles have already made use of the platform, which reached about 750,000 unique visitors in July, according to comScore.

WeeWorld emerged as a full-fledged virtual world in February, after the WeeMee avatars gained traction through distribution via MSN, AOL and Skype's instant messaging platforms. The average age of registered WeeWorld members is 19, though the largest single age group is 16.

Users can customize their avatars and in-world rooms with clothes, accessories, pets, and items like snacks, music and furniture. The WeeWorld marketing team calls these things "assets," and users select a reported 8 million assets per month.

In addition to standard banner and display ads, advertisers have the option to brand assets, in-world games and animations as part of a WeeWorld marketing package.

According to Lauren Bigelow, WeeWorld's engagement value goes beyond just impressions--so the company provides metrics like how many users wear or place a particular asset in their room, play a game, send an animation to their friends, or otherwise interact with the branded items.

Bigelow added that the push to bring brands to WeeWorld came from the users--not the company.

"It's the right atmosphere for brands to do this, because users actually were asking for specific kinds of clothes, and wireless phones and sunglasses," said Bigelow. "They want the world they're immersing in to be like real life."

In a recent survey, the top three user-nominated choices for in-world drinks were Starbucks, Coca-Cola and Gatorade--a testament to WeeWorld's brand-savvy user base. Customized surveys are also included in the ad package.

"Our community thrives on visual self-expression. By adding brands to the mix, users will get what they ask us for every day--brands that help them express what they're passionate about," Bigelow said.