…an oasis of awesome.

It might seem strange that people are willing to spend money on a virtual good as it has no tangible existence in the real world.  But virtual goods industry is a booming, multi-million dollar industry and is considered by many watchers to be the next wave in new media business.

It’s important to remember one thing when marketing virtual goods.  As Susan Wupoints out, these goods are actually a service.  Virtual goods are about making connections with people through an online space.  Sending a virtual cupcake to your friend’s phone on their birthday performs a similar role to sending them a birthday card through snail mail…it let’s them know you remembered them. 

 As people create virtual identities online, they will want the same kind of ability to personalize, decorate and even show off in ways that are both similar and different to their real world identities.  As cellphones become more elaborately web connected, people will have the ability to connect virtually all the time and the market for virtual goods and downloadable applications will boom. 

It is this human connection through digital mediums that makes virtual goods and mobile applications such big business and  having that person to person connection reflect in Mojave’s brand should be a top priority.

Because virtual goods and downloadable apps are of the online realm, the majority of the campaign will be web focused and web based.

The virtual goods and applications must be the centre of site and easily found and browsed.  research shows that users won’t look for them, but need to be reminded of them.

BLOG

A blog would provide a personal voice, establishing a human connection between the product maker and the product user.  Feedback, interactivity and links to other sites of interest would foster that community.  The blog would be linked on communities/search engines like digg, del.icio.us, Facebook, Stumble Upon, Twitter etc.

Another aspect of the blog could feature real world stories.  For instance, you virtually flirted by sending someone a flower.  Did you get a date with them in real life?

Email Newsletter

Some of the most interesting and exciting emails are the informative and beautiful email newsletters. The newsletter will feature highlights of new applications, news and announcements.  It will link back to the website and users will be able to sign up for the newsletter.  It will also serve to remind the user of Mojave and entice them to want to explore new products.

78% of people trust the reccommendation of consumers, especially if its someone they like and/or respect…

Facebook grew so quickly because it had easy access and was spread through the recommendation of friends.

One way to boost member numbers is to have a contest…the user who refers the most new users gets to help design an application or a virtual good.

Or new bands who  submit their songs and users vote. The winner’s track becomes a ringtone.

Getting links on taste making blogs/sites like  Techcrunch techcrunch.com and Endgadget engadget.com

It would also be of interest to partner with the i Phone.  Its crisp screen graphics make it an ideal format for virtual goods. And rivals viximo have already done so.

The TV campaign should focus on drawing customers back online.  Perhaps humourous plays on the idea that the TV can’t have two way communication.

Ads should appear on MTV and Much Music (and affiliates MTV2, Punch Much etc) and encourage users to visit the site.