Virtual Lower East Side
The Challenge
Create a new kind of social network for the MTV audience, bringing indie music to life in the virtual world with a web experience that is highly visual, totally original, and engaging enough to capture the attention of a sophisticated digital entertainment consumer.
The Solution
A combination social network and 3D virtual playground fashioned after New York’s Lower East Side, featuring customizable avatars and live music experiences in extremely lifelike replicas of the Lower East Side’s greatest music venues. With a PHP framework, robust content management solution and usage of both out-of-the box solutions and custom-built software. And rats.
The Results
Long user sessions, blog mentions galore, and huge traffic. The in-browser virtual world trend took a bit of a downturn, but there’s no question this one was among the coolest.