OTOinsights Releases t=zero Report on Learnings from Corporate & Amateur Builds in SecondLife

    Initial Findings

    BOSTON, July 8 /CNW/ -- OTOinsights, the research arm of One to One
Interactive, has released its first t=zero report, entitled 'Serious Games for
Marketing,' (available for free download: www.tzero-research.com). The study
set out to find how the top 10 user-generated builds in SecondLife compared
with the top 10 corporate builds. In making these evaluations, particular
attention was paid to production quality, publicity and advertising, social
infrastructure, role of commerce and population density.  Based on their
findings, the t=zero team offers five insights for the design of future
branding and marketing-oriented builds in virtual worlds.
    "OTOinsight's t=zero initiative is an industry-academic collaborative
research project between One to One Interactive and Indiana University's
School of Informatics.  Our objective is to determine useful measures of user
engagement and experience with digital and social media" said Jeremi Karnell,
Co-Founder and President of One to One Interactive.  "Our first publication,
focused on Serious Games for Marketing, is meant to take a step back and
objectively evaluate what worked and did not work in the rush to establish
early footholds in Virtual World spaces.  Our hope is that these findings will
help guide future efforts as we see new entrants and innovations in that
    The team of OTOinsights researchers led by Shaowen Bardzell, Ph.D.,
Jeffrey Bardzell, Ph.D., and Tyler Pace, specializes in cultural computing in
computer-mediated social spaces such as video games, massively multiplayer
virtual worlds and social networks. Upcoming t=zero research topics will
include: Engagement with In-Game Advertising, Affective Interaction with
Internet Video, Making Player Engagement Visible (A Multimodal Strategy for
Game Experience Research), Mobile Content Engagement and Successful
Disaggregated Media Applications on Social Networking Sites.
    About OTOinsights
    OTOinsights is a collection of primary and secondary research offerings
that is breaking new ground in neuromarketing to offer clients advanced and
scientific levels of insights into how consumers engage with their brands
across the landscape of new media channels. OTOinsights is comprised of t=zero
and Quantemo. t=zero is OTOinsights' secondary research offering that focuses
on the emerging media platforms and trends which are changing society's media
consumption habits. Quantemo is a primary research lab that takes a scientific
approach to measuring a target audience's emotional reactions to digital media
to establish measures of engagement.
    About One to One Interactive
    Complete One-To-One Solutions for Brands, Agencies, and Publishers
    Established in 1997, One to One Interactive is the first enterprise to
assemble a complete solution for brands, agencies, and publishers executing
one-to-one marketing strategies. By bringing together one of the nation's
leading digital marketing agencies, the worlds most comprehensive portfolio of
permission marketing platforms, unique performance based social media
networks, and cutting edge neuromarketing research techniques, the companies
of One to One Interactive build informed and creative customer/constituent
strategies on the belief that digital media's ability to enable engaging
one-to-one dialogues is the future of marketing.
    Please visit one of One to One Interactive's web sites for more
    -- One to One Interactive: http://www.onetooneinteractive.com
    -- OTOinsights: http://www.otoinsights.com
       -- T=zero: http://www.tzero-research.com
       -- Quantemo: http://www.quantemo.com

    Download the report: www.tzero-research.com

    Contact:  Jeremi Karnell
              One to One Interactive


For further information:

For further information: Jeremi Karnell of One to One Interactive,
+1-617-425-7369, jkarnell@onetooneinteractive.com Web Site:

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