Interestingly, despite of smart transmedia narratives in case of existing “virtuencers” (as a marketing tool), the idea itself is pretty conservative and old-fashioned: brand-centric approach is here replaced by character-centric approach, which is like a step back. Remind on all the adverts from the 1920ies with pictures of nameless non-models presenting products. Non authentic, scripted, ephemeral.

Customer centricity would be way appropriate for modern Digital Age. Using digital influencers doesn’t signify interest of particular company for the customers opinion.

At the another hand, if there is a Bad Robot behind one of these projects, count me in. Because they are famous for their competence in transmedia storytelling and innovative narratives.