Mekanism recently announced the launch of the Rockband.com social network. We first heard about the plans for the network back in October. We were hoping for a bit of evolution in that time. Rock Band is a great game. Rock Band as a social network is not. Not to say there is anything wrong in its execution, but the premise of a destination channeling people is not the direction to head in. Conde Nast came to that realization with Flip.com, which is now available as a widget on Facebook. And American Greetings approached its Kiwee brand from the get-go as one to work in tandem with existing, fabulous properties. Even Second Life only becomes something interesting when it becomes part of things outside of itself. Hmmm...maybe Guitar Hero is getting a handle on that now that it has launched Guitar Hero 3. Sustainable branding means working with resources that exist and function well among their users.
(Photo: 'Rock Band' set-up with 110" screen from a Panasonic PT-AX100 Projector. Onkyo 605 feeds the sound from the Xbox 360.)