Executed by This Second Marketing LLC., a series of avatars were recruited and paid real world wages to act as virtual “Buzz Agents” for the new IMAX Harry Potter film, “Harry Potter and the Order of the Phoenix.”

The Hollywood Reporter presented a story earlier this week on the success of this campaign, and noted that it was a marketers dream come true.

Greg Foster, chairman and president of Imax Filmed Entertainment, said, “Reaching 15,000 people in exactly the demographic you’re shooting over seven days is sort of hitting the marketing bonanza.”

As the Hollywood Reporter noted, “the campaign logged 25,189 individual Imax brand interactions when including all conversations with Second Life avatars, many of which occurred on more than one occasion.”

Click here to read Hollywood Reporter’s article.