The social and interactive web is going 3D in a big way and Millions of Us is feeling lively! We are thrilled to unveil a brand spankin’ new experience in a brand spankin’ new virtual space! The product may be new, but the names behind this experience are globally recognized. The product we are referring to is “Lively by Google” and we are honored to partner with National Geographic Channel to bring you the first of many experiences this product will offer. Today, we are launching National Geographic Channel’s LA Hard Hats into Lively by Google.

Eliana Sur as a Lively avatar - a feisty little buccaneer!

Lively enables users to visit, chat, and interact in a catalogue of 3D spaces, each space having its own unique style and experience. Users can customize their own space to add to the catalogue and share their spaces with friends. Creating a space can be as easy as picking a room shell, decorating it with objects from the Google 3D Warehouse, and naming your space. Integration with YouTube and Picasa Web allow users to stream video content and display photos right in their 3D environment. Evangelizing your freshly created Lively experience is important and this is simple as well. By adding a short piece of html code located under the room window, you can embed the space on any website, indicating this platform has great potential for viral content distribution. Lastly, and most importantly I would argue, Google’s scale and distribution places this product firmly in a category all its own.

Shrug : )

To inaugurate this new product, Millions of Us has teamed up with National Geographic Channel to create an experience in Lively based on the “LA Hard Hats” series premiering Sunday, August 3rd at 9 pm. The television series chronicles the heavy-duty work of a construction crew as they build an LA high-rise for nearly 2 years. Our interactive Lively experience captures the best features of Lively while immersing the user in the LA Hard Hats story. Download the Lively application, create an avatar, and come see what “Mud Men” and “Rodbusters” are all about by clicking here or on the embedded room at the bottom of this page! Then, grab a hard hat, some caution tape, a couple of barricades, and the LA Hard Hats room shell and create your own custom “under construction” Lively room. Or, you can just steal ours by grabbing the code.

Special thanks to Matt Zymet and Brad Dancer at National Geographic and Mel Guymon and Danny Parks at Google for all their enthusiasm and insight during the production of this project. Big thanks to Kess Quin and Bill Wrentmore at Millions of Us for development. It was an honor and a pleasure working with you guys.

For Inquiries:Mat Small, Media Director - mat(at)millionsofus(dot)com

The Road to WrestleMania XXIV has been paved, the gauntlet thrown down! Who will rise to the challenge for a chance to party with a real Superstar in Habbo Hotel?

Following on the heels of two successful campaigns promoting Royal Rumble and No Way Out, World Wrestling Entertainment and Millions of Us brings you this third and final campaign promoting WWE’s marquee event WrestleMania XXIV. We are thrilled to tie together all three campaigns as we continue the narrative of the Road to WrestleMania XXIV with our “WWE Habbo Road to WrestleMania XXIV“ contest running March 19th - March 28th, 2008.

In this campaign, WWE will challenge Habbos to battle on behalf of their favorite Superstar in five WrestleMania matches - Triple Threat Match, World Heavyweight Champion Edge vs. Undertaker, Big Show vs. Floyd ‘Money’ Mayweather – The Biggest Battles the Best, The Money in the Bank Ladder Match, and ‘Playboy’ BunnyMania Lumberjack Match. In the “Habboized” version of Road to WrestleMania XXIV, each of these matches is represented as a complex maze race taking place daily for one hour in the virtual world of Habbo Hotel. Each of the Superstars in these matches will call upon Habbos to “battle” for their victory by racing through the “Habbo Road to WrestleMania XXIV” - a virtual labyrinth built out of Habbo “furni” spanning 7 WrestleMania themed Habbo Hotel rooms.

To fully convey the WrestleMania story, the race begins within the No Way Out Elimination Chamber themed room, since the Road to WrestleMania goes through No Way Out! The Elimination Chamber room is just one of the 7 WrestleMania themed rooms. Habbos will also race through 5 other rooms, one for each of the five matches we are representing, and the final room which is the WrestleMania XXIV room. This maze will be complex, changing daily, and requiring the right selection of paths, doorways, and tunnels to find the finish line. Each time a Habbo successfully traverses the maze during the 1 hour window the race is in play, the Habbo is able to earn points for his or her favorite Superstar and bring the Superstar that much closer to winning that day’s respective match. At the end of the 5 days, points will be tallied for each Superstar and the Superstar with the most points (and support) from the Habbo community for each match will be the winner of the respective WWE WrestleMania XXIV match. The winning Superstars for each match will be announced at the end of the 5 days and all Habbos who enter and finish at least one race and have supported the winning Superstar(s) will have the chance to party in Habbo Hotel with a real WWE Superstar! This exclusive and private event reserved only for winning Habbos will be the first of its kind in Habbo history!

Special thanks to our long-standing client WWE and Tom Boland for all his support and rapid client approvals, as well as, Kristin Kanan at Sulake Corp. for her dedication and infectious enthusiasm throughout all 3 campaigns. It’s been a blast!

Habbo Road To WrestleMania XXIV Group Page:

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Questions -

Eliana Sur

eliana(at)millionsofus(dot)com

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Millions of Us recently launched an ARG experience for a major network television show. I want to take a moment to discuss the experience of producing an ARG because I found it fascinating. First, designing an ARG is a lot like playing an ARG. It requires imagination, razor-sharp attention to detail, creative and collaborative problem-solving, a knack for detecting subtleties, and complete suspension of disbelief. I also find myself comparing the experience to being in a co-dependent relationship – a really intense, committed, delusional, romanticized, verging on obsessive relationship where both parties track each other’s every move, check in religiously, and are determined in making the partnership work… like marriage maybe? ; ) The happy couple in this case was the puppetmasters (Millions of Us and the fictitious entity known as Enitech Research Lab) and the players (the web community). A healthy relationship would require consistent effort, communication, compromise, collaboration, commitment, and most importantly, some imaginative role-playing to keep things interesting and evolving. Could we both deliver what the other was looking for?

Unlike most of the projects we work on where we design and deliver a tightly controlled experience, producing this ARG required us to design an experience around a lot of variables and in collaboration with a massive and distributed online community. Since the success of the ARG hinged on player participation, and especially since our narrative relied on this aspect, creating a well-defined plan of action was tricky. How do you create a detailed roadmap for producing a viral thriller where audience participation is uncertain but critical in establishing the storyline? We were in a risky position of assuming the audience would respond. Other unique challenges posed included figuring out how to make the gameplay explicit, yet discrete, as well as figuring out how to launch the ARG and seed it in the right online communities to gain visibility, interaction, and virality without compromising the perceived legitimacy and “reality” of the underlying story. Resolving these issues was a bit of an experiment - forming a hypothesis on what we expected, then testing, measuring the results, and recalibrating whenever necessary.

The other challenging aspect of producing this ARG was producing the weekly video series. Since we needed to tell a story where we took into account player feedback and content and had to inject these elements into our storyline, we had to keep the creative flexible, adaptive, and somewhat improvisational. In order to guide the ARG experience, we created a tight feedback loop between us and the players, responding and communicating diligently and often directly to a growing online community of invested players all over the country. Through emails, blog posts, video posts, and more subtle forms of communication such as subliminal messaging in our videos or through affiliated fictitious sites and entities, we endeavored to drive the experience, but also invited the randomness and chaos of a massively multiplayer design in the storyline. It was entertaining for us as the puppetmasters to be entangled in a complex process of trying to anticipate the players’ moves, respond to it in kind, and stay in-step in this weekly frenetic dance. Lastly, and possibly the most difficult challenge was generating the gameplay. Designing these highly complex puzzles within the framework of our story and delivering it with clever subtlety to a super discerning community of Terminator geeks was an ARG in and of itself (thank you Evan!). These puzzles included everything from cracking code, to assembling cryptic diagrams, to digging up geocached “cameras-of-the-future,” to adventuring into real world venues and interacting with the right people to retrieve a hidden item.

Capturing the essence of an ARG experience is a lot like trying to capture the essence of a healthy relationship. You can map out some of the key elements in advance, but ultimately, you have to feel your way through it. You have to intuitively understand your players and feel this vague thing called “chemistry.” Working with Blair Erickson, Creative Director at MoU, and Evan Jones of Stitch Media, aka ubergeeks, we had an intuitive understanding of what our audience wanted and were able to effectively anticipate what would keep them engaged. What was pleasantly surprising, however, was how increasingly engaged and excited we were by the players and the content they were producing as the ARG progressed. It was a great relationship. Without a doubt, we had chemistry!

Though the campaign has ended officially, fans continue to create, distribute, and promote content inspired by the ARG, a testament to successful campaign virality. This experience has taught me some valuable lessons as a marketer. You have to know your audience (target market). You have to anticipate their needs (market research). You have to deeply and genuinely care about the relationship (engagement versus reach). And if you do all this, it’s truly rewarding (high ROI).

Special, special thanks to Blair Erickson for all his effort, vision, and diligence throughout this campaign. You’re inspirational.

Recap of ARG via BoingBoingTV:

Questions

Contact - Eliana Sur

eliana(at)millionsofus(dot)com

What we mean is that we have teamed up with World Wrestling Entertainment once again to bring a taste of their next pay-per-view experience into Habbo Hotel. For the next week, Habbos are competing to build their own Habboized versions of the infamous WWE No Way Out Elimination Chamber of doom inside Habbo Hotel. The room design contest merges the two activities Habbos love the most: building stuff and role-playing in it!

Inspired by the last campaign where Habbos virtually Royal Rumbled in their creatively decked out Royal Rumble themed rooms (a nice viral by-product of the campaign proper) we couldn’t help but be amused by the spectacle and generate an entire campaign based on their enthusiasm. So this time, we are calling all Habbos to don their creative caps and build the most badass Elimination Chamber they can put together in the next few days using their wit, imagination, and whatever “furni” (Habbo furniture) they have at their disposal. There are 2 rules to guide them:

1.) They must have the initials “NWO” displayed somewhere in their rooms

2.) They must have their rooms on the designated guest floor of the Hotel named “[WWE] Habbo No Way Out.”

To see what develops, stay tuned! I’ll be posting some designs soon.

The winning design picked by WWE at the end of the week will win a replica Championship Belt inscribed with a personal message from WWE. Top 5 designs picked by the Habbo community will receive a virtual trophy personalized by a WWE Superstar, a pocket full of gold to spend on their favorite Habbo virtual merchandise, and most importantly, Habbo infamy as the coolest designer of death cages.

As a side competition, we are also giving away prizes for Habbos who submit screenshots of their designed rooms filled to capacity with their fellow Habbo friends. I will post pics of the Habbo No Way Out flash mobs shortly. For now, check out the cool Habbo No Way Out group page and sweet banner ad below.

Habbo No Way Out group page with over 4K fans!

Awesome!

Questions?

Contact - Eliana Sur

eliana(at)millionsofus(dot)com

Last week, Millions of Us helped launch the Superstars of WWE into the virtual world of Habbo Hotel with the WWE Habbo Royal Rumble campaign. What resulted was viral mayhem! In addition to the ridiculous number of Habbos participating in the campaign proper, Habbos went well beyond the call of duty, building their own Royal Rumble and WWE themed rooms, role-playing as their favorite Superstars and rumbling virtually. It was wildly entertaining and satisfying to see!

Habbos role-play in their WWE Royal Rumble themed room

Here are the results from the WWE Habbo Royal Rumble:

• First WWE Superstar to enter the ring: KEVIN THORN

• First WWE Superstar to be thrown out of the ring: BATISTA

• Last WWE Superstar to be thrown out of the ring: DH SMITH

• WWE Superstar who WINS the Habbo Royal Rumble: JEFF HARDY

For all Habbos who have voted and answered at least one question correctly - CONGRATULATIONS, you are well on your way to gently being sprayed by the sweat of your favorite Superstar, that is if you’re lucky ; ) I will post which lucky Habbo wins the sweepstakes for a trip for two to Wrestlemania24 in the comments section shortly.

This week, World Wrestling Entertainment and its Superstars are invading the virtual world of Habbo Hotel, injecting the cyber-community with a level of excitement usually reserved for the wrestling ring. Millions of Us is proud to present this chair smashing, spandex ripping good time! ; )

The craziness ensued yesterday when 59 digitized WWE Superstars (wrestlers) called upon Habbos everywhere to campaign for their entry into the WWE Habbo Royal Rumble.

My assigned WWE Superstar

Campaigning can be done in a variety of ways including sending shout-outs from the Superstars themselves using a rad web-to-mobile service called Kadoink. Since these Superstars are totally at the mercy of the Habbo community and their assigned “campaign manager,” some of these Superstars have personal messages they’d like pass on to you. Tommy Dreamer, for instance, would love to call you up and greet you with “…give me some votes alright or else I’m gonna come to your house and maybe BASH your head into the computer screen. Thanks!” Well, how’s that for motivation?

From the pool of 59 Superstars (shown below in all their pixelated glory), voting amongst the Habbo community determines the top 30 most popular Superstars which make it into the Habbo Royal Rumble. Like the real Royal Rumble, our digitized version has Superstars competing to be the last one standing in the ring. Habbos vote for who they believe will be last man standing, along with first to enter the ring and last to enter the ring. Who will win this digital battle of the brawns? You’ll have to wait until this Saturday to find out! Along the way, Habbos get virtual buttons and stickers, but the coolest prize of course is the grand prize - a trip for two to WrestleMania24. For those in the know, these tickets are hotter than you-know-who’s temper ; )

So far, engagement has been one of the highest, if not the highest, in Habbo US history. Our Habbo Royal Rumble group membership filled to cap shortly after launch on Monday requiring us to create additional groups to accommodate all Habbos interested in membership. Impressive! Seems like Habbos <3 WWE!

Habbo Hotel is now officially the 4th virtual world we have entered and to be able to inaugurate our presence with our longstanding client WWE is especially pleasing. As Reuben, CEO of MoU, states - “Habbo pioneered the booming youth virtual world space and is one of the most internationally successful communities of its kind. It’s a very significant addition to the portfolio of platforms we can offer to our clients.”

Special thanks to Kristin Kanan and team at Sulake Inc. for their contagious enthusiasm, lightening-fast turnarounds, and badass pixel art!

Questions?

Contact Eliana Sur - eliana(at)millionsofus(dot)com

WWE Habbo Royal Rumble group page showing all 59 Superstar avatars in their pixelated glory.

Sweet banner ad!