CosmoGirl builds brand with March virtual prom

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CosmoGirl builds brand with March virtual prom
CosmoGirl builds brand with March virtual prom

CosmoGirl magazine is hold­ing a virtual prom on March 27 at its CosmoGirl Village in the virtual world There.com, which first appeared in November, and several of its corporate partners are also invited.

ABC Family will show video trail­ers for its reality series America's Prom Queen at the event, and Acuvue Contact Lenses will be featuring its colored lenses for avatar makeovers at the prom.

“Prom is a big deal and has always been for our readers,” said Keith Gor­don, associate publisher, marketing for CosmoGirl. “We know that young women are going into the virtual world, so we wanted to have an event presence there like in the real world.”

There.com's parent company, Makena Technologies Inc., has hosted multiple promotional events on its site, including car races and fashion shows. CosmoGirl's teen girl readership base fits in well with the There.com audience, where 32% of users are 13-17 years old.

“For us, anything that benefits our members benefits us because they inter­act with our sponsors and spend virtual currency, and they get to have a good time,” said Michael Wilson, CEO of Makena. He said There.com is able to measure event attendance, time spent, how long vistors are exposed to certain promotions, purchases and more.

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