Like many folks following virtual worlds for kids, I was pleasantly surprised when Sanrio announced they were to release a Hello Kitty virtual world, Hello Kitty Online. And probably like many vw folks, I signed up for a beta account. Clearly, I’m not in the Hello Kitty demographic, but I wasn’t going to let that stop me from checking out the world. However, the powers that be at SanrioTown have other plans.
Two days ago, I received an email from Hello Kitty Online, inviting me to complete my beta application, not by clicking on a link, but by submitting a video:
We would like to pick best people to test the game, so this is your chance to tell us why you should be one of the chosen applicants. Here’s how you can get an account:
1. Create an account in SanrioTown.com and log-in.
2. Go to Dream Studio and create a video answering the question “Why do you think you should be selected for the closed beta testing?”..
3. The length of the video should be at least 15 seconds / 3 slides.
4. Include “mmorpg” in the video’s tags.
5. After saving the video, use the “Send video” function at the lower right corner of the page. Input the email address that you’ve used to subscribe for the closed beta account in the “Personal message” field, and send it to mmorpg @ hellokitty.com.
6. Multiple entries are allowed.Hurry! The number of slots is really limited, so be sure to make those videos as soon as possible. Screening will run on a “first come first serve” basis, so don’t miss out on this chance to get a closed beta account! Good luck!
I have no idea if this type of beta contest has been done before, but I think we’ll see a lot more of it in the future. Already the vids are coming in, with over 8000 uploaded at this date.
They are packed with Hello Kitty cuteness, but one in particular from tehguy caught my eye. It starts off like this:
And ends like this:
Um, yeah. I really hope that guy gets in.
On a marketing level, the whole “make us a video” thing is a great way to transcend the Hello Kitty brand into a real experience for the players and will definitely ensure a dedicated bunch of beta testers.
The educator in me is also intrigued by this competition. Assuming that Hello Kitty in a brand that attracts a younger audience, I’m fascinated at the variety of literacies at play in this digital mashup of Hello Kitty images. It takes many skills and much knowledge to create one of these videos. I think it’s a great example of a company that acknowledges the remix culture of their audience, much like the kind mentioned in Lawrence Lessig’s TED Talk.
Since I’m not a Hello Kitty fan (not that I have anything against her), I won’t be dancing for my beta. But I will definitely be watching from the sidelines.
You are the matrix Liam, I’ll bet you have a usb cup warmer. I decided to open facebook account because I kept getting invited and I was blown by the platitude of gumph and mini-apps, questionaires and wall scrawls or whatever. Is this what Digital Native is? Go play some football kids. BBC did a quirky documentary about love in Second Life, pure escapism meets harsh realism, and in one case a happy real life. Well remember to check out the BBC iPlayer to catch up on Eastenders which I know you miss so much. Also hope you’ve checked out The Guild, catch it on You Tube or Feliciaday.net. Logging off.
Mmmmm. Hello Kitty is causing my yellow-flag-of-caution to go nuts. Sanrio Town & the amount of personal information that place takes is ridiculous. RIDICULOUS. And!!! To say they are for tween girls? BOOOOOOOO. Unless they change their Sanrio Town sign-up any time soon, they’re just begging for trouble. As is everyone must fill out the incredibly personal registration-information (all sorts or personal identification from full name, to address, to ANNUAL INCOME! etc).
For anyone under the age of 13, they THEN say “You are currently now allowed to register here”.
However, with a quick refresh, the U13 can lie and still get in. Boooo.
Sorry about the rant, Liam, I just am not a big fan who seem to shrug off good policy, audience safety, etc. I find it to be disrespectful, and that just doesn’t fly with me. My eye of mordor is firmly placed on this Hello Kitty world. 🙁
Rants always welcome around here Izzy. And while didn’t hit any screens that asked for that kind of info, it makes me mad to know that Sanriotown has them and for a site for kids too. It’s not acceptable. I think as these new worlds come online, the builders will try to push the limits of what they can get away with. As I’ve said in your blog, when it comes to issues of safety for kids, vw creators should look to Club Penguin for a best practices scenario.
hi ok i might try it