RCA Records Revisits WeeWorld With New Alicia Keys Promo
As part of the promotion, Keys has designed items like a piano and posters for WeeWorld users' rooms, t-shirts for their avatars, as well as a secret prize for an upcoming scavenger hunt. The campaign is similar to RCA's initiative for pop star Avril Lavigne that launched earlier this year, which featured custom-designed branded merchandise and in-world multimedia.
According to Lauren Bigelow, WeeWorld's general manager and senior vice president of marketing, this latest promo is indicative of marketers' growing confidence in WeeWorld's utility as a social marketing tool. "We've had great success offering our advertising partners groundbreaking alternatives to reach the coveted youth demographic," Bigelow said. "We are helping brands connect with consumers in a way that speaks to them and gives our users a voice."