WHO'S USING IT: The first example we found of a brand working with the technology came from Initiative's Innovations unit, which decided the Exit Reality technology would be the perfect opportunity for quick-serve-restaurant client CKE. They struck a deal in which Carl's Jr. and Hardees sponsored the technology and used it to turn the brands' websites into 3-D experiences. They also turned their social-networking presences 3-D and promoted the move on MySpace. Vivaty is working with marketers -- in this case Target and Coke Zero -- to create a virtual-dorm-room Facebook application.
HOW IT'S WORKING: The technologies sound a bit easier than they actually are. On one arguably overstressed computer, there was not enough memory to install Vivaty. And early trials installing the Exit Reality plug-in on Firefox were unsuccessful. (Vivaty also works only on Internet Explorer, although Firefox compatibility is in the cards for both.) Nobody's releasing any numbers, but Marc Simons, project manager in Initiative's Innovations unit, said the brands are "happy" with how it's going and that this is a long-term commitment of at least a year.