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Lead Sponsor
Gold Sponsors
Running Concurrently with
Virtual Worlds 2008
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Kids and Teens
| Marketing and
Entertainment |
Virtual Law |
Enterprise |
Technology
Schedule: Kids and Teens in
Virtual Worlds
Room 1
Thursday, April 3, 2008
| 7:30 am 9:00 am |
Registration and Networking |
| 9:00 - 10:30 am |
Welcome and Virtual Worlds 2008 Main Keynote
- Christopher V. Sherman, Executive Director, Virtual Worlds 2008
Keynote
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Charles Scothon,
General Manager & SVP, Girls Mattel Brands Mattel, Inc.
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Rosie O’Neill,
Senior Brand Manager, Barbie Tech Mattel, Inc. |
| 10:30 - 11:00 am |
Networking Break and Demos |
| 11:00 - 12:00 pm |
The Evolution of
the Toy Industry:
Retail, Virtual Worlds and Kids
Virtual worlds are the most fundamental change to the toy
industry in decades. Come learn from a leading financial analyst
where the the toy and leisure/lifestyle segments of the market are
headed in the near future and further out. Are Toy /
Virtual World tie-ins just the latest fad or are they far more
important - driving up perceived value and adding new revenue
streams?
- Sean
McGowan, Managing Director, Equity Research Dept., Needham & Co. |
| 12:00 - 1:00 pm |
Lunch |
| 1:00 - 2:00 pm |
Kids and Tweens:
Why Virtual Worlds Are The
New Saturday Morning TV
Kids and tweens are captivated by virtual worlds, spending
hours customizing their avatars and online personal spaces,
interacting with friends, playing games and learning. Content
owners are creating multiplatform strategies that embrace virtual
worlds as well as television. Will virtual worlds replace Saturday
morning TV as the new way to reach and engage children? Hear from
experts who are building multiplatform strategies on how best to
implement for maximum engagement.
Kenneth Locker,
Senior Vice President, Digital Media,
Cookie Jar Entertainment
Deborah M. Manchester, Ph.D., Pres.
& CEO, Executive Producer, Zula USA, LLC
Jason Root, Senior Vice
President, Digital, Nick.Com And Nick At Nite.Com
Maria T. Bailey, CEO, BSM
Media
Richard Gottlieb,
President, Richard Gottlieb & Associates, LLC (moderator)
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| 2:00 - 2:30 pm |
Networking Break and Demos |
| 2:30 - 3:30 pm |
From the Mall to Virtual Worlds:
Reaching Teens in Virtual Hangouts
Virtual worlds come in all shapes and sizes, but knowing what
features are necessary to reach and engage fickle teenagers can be
tricky. What do teens want in their virtual worlds? How important
are brands? Music? Mobile? Entertainment? Communication? This
session brings together executives from some of the foremost
teen-focused virtual worlds to talk about what works, what doesn't,
and how best to keep teens involved and engaged.
John Park, IAC President of Consumer
Applications & Portals, IAC/InterActiveCorp
Tim Stevens, President & CEO, Doppelganger
Christopher Jackson,
Director, Digital Media & Merchandising, Epitome Pictures
Wendy Louie, Marketing
Manager, New Media, Random House Children’s Books
Blair Erickson,
Creative Director, Millions of Us LLC (moderator)
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| 3:30 - 4:00 pm |
Networking Break and Demos |
| 4:00 - 5:00 pm |
Keynote
Sibley
Verbeck,
CEO,
The Electric Sheep Company
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| 5:00 - 6:00 pm |
Evening Reception
View exciting virtual worlds demos
and have a drink. |
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Friday, April 4, 2008
| 7:30 am 9:00 am |
Registration and Networking |
| 9:00 - 10:30 am |
Welcome and Virtual Worlds 2008
Main Keynote
- Christopher V. Sherman, Executive Director, Virtual Worlds Conference
Keynote
- Jeffrey B. Yapp,
Executive VP, MTV Networks Music And Logo Enterprise Group
- Kyra E. Reppen, Senior Vice
President & General Manager, Neopets
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| 10:30 - 11:00 am |
Networking Break and Demos |
| 11:00 - 12:00 pm |
Marketing to Children in Virtual Worlds: At Play or As Prey?
This session examines how the law views the beneficial and
potentially harmful effects of marketing and advertising to
children. If the Web has eliminated borders, virtual worlds have
created the potential for extra terrestrial experiences. What should
advertisers know about distinctions between building brand loyalty
and more effective segmentation versus inappropriate data mining and
the risks inherent in targeting children?
Joe Rosenbaum, Advertising Technology &
Media Law, Reed Smith LLP
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| 12:00 - 1:00 pm |
Lunch |
| 1:00 - 2:00 pm |
Case Study:
BarbieGirls.com
Mattel's Barbie Girls virtual world signed up 3 million members in 2
months, adding 50,000 new members a day. In this exclusive case
study, you'll hear from Mattel and development partner Studiocom on
how they constructed Barbie Girls, what succeeded, and what didn't.
Attendees will find out what it took to build a highly scalable,
Web-based virtual world for the iconic, world-wide Barbie brand.
This detailed case study will discuss both the IP holder's strategy
(Mattel) as well as the developer's (Studiocom).
Juan Fernando Santos, Chief Creative Officer,
Studiocom
Michael Young, Director, Mattel
Brands Online, Mattel, Inc.
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| 2:00 - 2:30 pm |
Networking Break and Demos |
| 2:30 - 3:00 pm |
Case Study: Mobile Virtual Worlds Strategy - A Look at Mini Friday
Virtual worlds are becoming more commonplace online at the same
time as Internet use is being detached from the PC environment and
expanded to various mobile devices. In the crossroads of these trends is
uncharted territory: virtual worlds on mobile devices. What are the
opportunities and challenges in this space? Sulake launched a small,
mobile-only virtual world Mini Friday at the end 2006 and it now has
over 300,000 registered users. Attendees will learn through a real case
what the opportunities and roadblocks are regarding virtual worlds in
mobile devices at the present as well as what the future holds for this
field.
Sampo Karjalainen,
Co-founder and Chief Creative Officer,
Sulake Corporation Ltd.
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3:00 - 3:30 pm |
Case Study: Virtual Worlds Promotion Strategies of Rapper 50
Cent
An exclusive look at rapper 50 Cent's use of virtual worlds
as a method of promotion. 50 Cent rose to fame with the release of
his albums Get Rich or Die Tryin' (2003) and The Massacre (2005).
Both albums achieved multi-platinum success, selling over twenty-one
million records worldwide. Find out how G-Unit Records, a record
label founded by 50 Cent and his manager, Sha Money XL, uses virtual
worlds to promote the rapper's music.
Chris "Broadway" Romero,
Creative Director, G Unit Records / Thisis50.com |
| 3:30 - 4:00 pm |
Networking Break and Demos |
| 4:00 - 5:00 pm |
Case Study: Capturing Their Brains and Eyeballs - Business Models
of Whyville.net
It is not just about eyeballs but about capturing their brains as
well. This case study looks at the use of whyville to get inside
kids heads - a good sort of way. See how virtual worlds drive
engagement. This session will discuss metrics and insights obtained
from activities sponsored in Whyville.net by Toyota (Scion), the
kids cell phone company Kajeet, and the U.S. Centers for Disease
Control and Prevention.
Dr. James Bower, Chairman,
Chief Visionary Officer, Numedeon Inc /
Whyville.net
Erin Edgerton, M.A., Content
Lead for Interactive Media, the Centers for Disease Control and
Prevention’s (CDC), National Center for Health Marketing (NCHM)
Craig Peters, Founder,
CKPcreative
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