RipLounge.com Adds 3-D, VoIP Bling to Social Networking

Starting next month, social networking is going lux. A new digital world called RipLounge.com will unhook the virtual velvet rope to welcome in hipsters and hipster-wannabees, beginning April 1.

Within this hot new site, visitors can create avatars to hang out at swanky 3-D nightclubs and beaches and on yachts to meet, dance, flirt, kiss or even (nudge, nudge) hold hands. There’s also a VoIP-enabled audio-visual chat feature within the gaming segment of the site, for those seeking a more intimate connection.

Music is also a key component of RipLounge, which doesn't require users to download any software to tap. The site intends to showcase independent music artists, some of whose tracks will be available for download and play back.

Platform provider Wyndstorm Corp. – which calls the site “Facebook pumped up on virtual reality vitamins” – built this digital world to enable Stable Media LLC, the social networking arm of Studio City, Los Angeles-based advertising firm Seed Corn Advertising, to better reach 25- to 40-year-olds who enjoy social networking. Stable Media is using targeted online promotions and sponsored content from its advertiser customers.

David Abelson, co-founder of Stable Media, said that as an advertising vehicle, RipLounge takes social networking to the next level. "Advertisers can choose how they want to be seen within the community,” he said. “We're trying to break away from the typical ad placements that users are not engaging in. We want to follow the lead of television and film in their ability to effectively advertise through product placement and content integration, which enhances brand exposure while maintaining the integrity of the user experience."

Wyndham expects the social networking site, which will be demoed at the Ad:Tech San Francisco trade show April 15-17, to attract at least 1 million users during the first year, according to a Wyndstorm spokesman, who said marketing will be done primarily through use of existing Stable Media consumer lists and word of mouth.

"When Stable Media approached us in September 2007 to build an entertainment platform, we offered them program design development, hosting and content management, as well as our online marketing expertise in order to build out their cool online destination where friends can hang out and have fun together,” said Marian Sabety, president and CEO of Wyndstorm. “RipLounge represents a new breed of networks, taking social media solutions to a new level.”

Details on advertising pricing and which advertisers have committed to the RipLounge project were not available this week.

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