Red Herring: Gaia, Millions of Us Partner
At this week’s Supernova conference, we announced a partnership with Gaia Online - an extremely hot online community for teens - where we’ll now be able to execute campaigns for our clients. The deal is a key element of our cross-platform strategy.
Gaia attracts more than two million unique visits from teens every month - to play games, make friends, and participate in the world’s most active online community. There is a virtual world component in Gaia’s ‚Äútowns‚Äù, where avatars can interact in realtime, and its forums are among the web‚Äôs busiest, with more than 1 billion posts to date and counting. What has marketers and others in Silicon Valley really paying attention is the remarkable stickiness of this community: each day there are 55,000‚Äì80,000 simultaneous users who typically spend more time on Gaia than they would on competitive teen sites.
Gaia has been something of a quiet powerhouse, but its success is too compelling to ignore, so buzz is building quickly. The company was a winner in the community category at the inaugural WebWare 100 awards sponsored by CNET, rubbing shoulders with the likesof Facebook, LinkedIn and MySpace. When GigaOm’s Blake Snow listed the top MMOs earlier this month, he noted Gaia’s 2m monthly uniques, which should be placed in the context of a top-notch 7m registrations. The site has also garnered considerable ink in the recent burst of coverage around youth-oriented virtual worlds and social communities; Club Penguin and Stardoll are prominent examples.
Gaians have a vibrant, authentic community and we’re looking forward to the challenge of helping brands engage them in the playful spirit that has made Gaia so successful.
July 14th, 2007 at 1:57 pm
I just wanted to say that I hope you remember in your campaigns that there is a large number of adults on the site as well. I’m one of them - over 30.
I usually don’t mind the promotions that Gaia has, since they’re non-invasive and pretty innocuous, but it would be nice to have some promotions that adults would enjoy as well, i.e., in addition to movie promotions like Nancy Drew, we could also have things like Transformers.
It’s just an example, but I think it’s a point worth making.
Thanks for reading!
Kaenai
September 8th, 2007 at 6:11 am
I think there’s a common misperception in saying that gaia is a teen site. While there are certainly aspects of the site that are more aimed at teens, that does not mean the entirety of the site population is composed of teens. You want to look here
http://www.quantcast.com/gaiaonline.com
at the traffic analyzation of one of gaia’s partner companies for an idea of the demographics of the site population. You may notice that teens only make up a little more than half of the site population.