Friday, August 15, 2008

Sears CMO Richard Gerstein on Marketing in Virrtual Worlds

From VWN; "Last month Sears launched an ambitious back-to-school campaign across seven different youth-oriented virtual worlds and avatar sites. It's a new direction for a major brand. While some, like Scion, have run multiple campaigns in different virtual worlds, this is the first to aim for this wide of a reach as a part of a cohesive campaign. It's still early, but the kids are starting to head back to school, so we caught up with CMO Richard Gerstein for an email Q&A about the early results, why Sears took this approach, and what virtual worlds offer to the department store giant.

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