Zwinktopia gets sporty with nike campaign

Sports brand Nike are sponsoring a competition within virtual world Zwinktopia, that’ll give users the chance to interact with virtual versions of Maria Sharapova and Kobe Bryant and also Serena Williams and other sports stars. It’s called the Zwinky Field Reporter Quest Sponsored by Nike, and is the work of virtual worlds agency Millions Of Us, in partnership with Zwinktopia’s parent company IAC. Users have to answer questions and solve clues to locate the celebrities’ avatars, then escort them in a stretch Hummer to a press conference, where they’ll be rewarded with Nike items. The competition is just the latest example of how brands are moving on from pure virtual storefronts to more immersive and playful campaigns within virtual worlds. It’s also more proof that brands are looking beyond Second Life to other worlds, when the demographic fits their own target markets.