Rivers Run Red | Immersive Brandspaces™ | Penguin

Case Studies Adidas One of the first brand campaigns in Second Life Coca Cola Webby-award winning virtual premiere of Coca-Cola’s Happiness Factory II Herman Miller Herman Miller products at the heart of the growing business communities in Second Life Penguin Virtual book launch which gave William Gibson the chance to appear inside the virtual world he predicted Intel / The Guardian The world’s largest virtual festival with 15,000+ visitors with 60+ acts over 3 days The Royal British Legion In celebration of Garden of Remembrance, the creation of a giant poppy garden in a virtual world Sky News Extension of the SKY News Center and team into the virtual world Vodafone Webby Official Honoree and one of the first symbiotic developments utilizing the Second Life platform		Penguin Client: Penguin Books Project: William Gibson - Spook Country book launch Penguin INVITATION Gibson coined the phrase ‘cyberspace’, which he envisioned as ‘a city of lights’ - a perfect fit for Second Life. William Gibson’s book launches are eventful occasions, but his large, dedicated fan base can’t always travel to meet him. Also, they want to experience more than the traditional few hours in a bookstore. Holding a book launch in Second Life provided the opportunity for Gibson to appear inside the virtual world he predicted and for virtual world residents to meet one of the grand architects of their world. ENGAGEMENT Rivers Run Red built a virtual scene straight out of the Spook Country book where Gibson held the reading. Fans and press were invited to attend and experience a week long series of inclusive events and promotions. This included a virtual appearance by the author, a book reading and Q&A session. RESULTS All the events were recorded in film and images, for amplification into other mediums e.g. YouTube. By making the most of channels outside the virtual world, thousands more Gibson fans could experience the event.