• by Laurie Sullivan  @lauriesullivan, October 3, 2008

AT&T has brought the familiar feel of virtual worlds Club Penguin, Gaia, Second Life and others to a three-dimensional Web site that lets consumers view and purchase wireless devices and services online.

The Online Experience Store and its avatars market cellular phones and broadband services to those who enter the site by offering interactive demonstrations and tutorials in five wireless product categories: phones and devices, music, video and Web, messaging, and email and productivity.

Those entering www.att.com/onlineexperience see a 3D representation of a physical AT&T store, complete with a Microsoft Surface--a touch-sensitive tabletop kiosk that recognizes features in objects placed on the surface, such as mobile phones. AT&T installed a handful at select stores in April.

Consumers can choose a guided video tour from an AT&T rep avatar, or independently explore the five wireless category stations.

AT&T spokeswoman Alexandra Trask says consumers like to touch and feel things online. "We've seen a lot of success in physical digital and interactive experiences, such as [Microsoft] Surface and interactive stations, so it made sense to continue the experience online," she says.

The site markets to consumers in general, Trask says. Links from the main Web site link visitors to the 3D site. As more devices and content are added, the carrier will determine whether it makes sense to launch promotions or advertising on radio, television, print and online.

Marketers need to pay attention to the "small windows of opportunity" they have to introduce innovative technologies, such as 3D Web sites, that differentiate the brand, says Robert Passikoff, Brand Keys CEO.

"Technology's a wonderful thing, but the window of opportunity to show they are different has shrunk over the years," he says. "They may lead now, but in two weeks someone will have caught up to even the playing field, so they need to continually look for messages and content that reinforce brand engagement. You really want to reinforce brand values and a positive behavioral outcome."

Jeffrey Grau, retail and e-commerce senior analyst at eMarketer, agrees that AT&T's attempt to create a sensory shopping experience similar to those you might have in a physical store gives the company an edge.

"Don't think about them as a short-term opportunity to convert consumers, but rather a long-term strategy to build brand reputation and create relationships," he says. "They also may want to engage consumers in conversation by asking for feedback."

By clicking on the Microsoft Surface image at the front of the 3D store, shoppers can view videos and explore features of Samsung A737, Sony Ericsson W580i, BlackBerry Curve 8310, LG Shine and Windows Mobile-enabled devices such as the Pantech Duo and AT&T Tilt.

The site also demonstrates mobile music features. By clicking on the music screen, visitors can experience AT&T's streaming music service MobiRadio, learn how to identify songs with MusicID and see how to shop for ringtones and music with life-size video demonstrations of Napster and eMusic on a Sony Ericsson W580i.