• by Gavin O'Malley  @mp_gavin, May 15, 2006

Fans of Interscope Records' Pussycat Dolls today can go online to dance and chat with members of the band in a 3D virtual lounge designed by a technology startup named Doppelganger.

Doppelganger's CEO Andrew Littlefield has ambitions that go far beyond the Pussycat Dolls lounge, however. What he and his team of engineers have created is a virtual 3D world--imagine a trendier version of L.A. and Tokyo combined--where young people the world over can congregate to exchange ideas and egos using IM-equipped "avatars," or customized 3D representations of themselves. It's part of an experimental genre known as "massively multiplayer online games," and with it Littlefield thinks he can challenge the MySpace model.

"Rather than starting at a static friends' list, or a message board or IM box, our world brings the experience of communicating with others to life," said Littlefield. "This is the next generation of interaction between people and brands online."

Optimized for AOL Instant Messenger users, communication is as simple as AIM. Users are given a simple interface, which allows them to perform literally thousands of functions from "the robot" dance, to a simple smile. Members of the community can choose their own physical characteristics, clothing options, and dance moves, as well as choose between a hip-hop, preppy, or "indie" personality.

The potential for marketers is huge. Beyond Doppelganger's initial partnership with Interscope--which includes two other to-be-named artists beyond the Pussycat Dolls--Littlefield said that deals with clothing labels and other brands are imminent.