Gaia peers through the social analytics looking glass

06/21/2010 | MediaPost Communications

A promotion for Tim Burton's "Alice in Wonderland" film on social network Gaia, in which users could send avatars down any one of 37 million rabbit holes to explore an online version of Wonderland, is an example of how sites are trying to elicit a "deeper interaction" between users and marketers. Disney also requested extensive metrics, including the number of clicks for the rabbit holes, how many times the trailer was viewed and the tally for unique visitors to various parts of the site.

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