The Second Life phenomena

Second Life, a virtual world where the self-conscious can escape from the ‘real world’ by creating an alter ego and network with other like minded souls, is fast replicating the materialism of the First Life. This morning’s newsfeeds include yet more stories about yet more brands choosing to set-up shop, literally. But, and to no surprise, it would appear that the majority of the places created in Second Life by the named brands are attracting very little attention.

At the recent Brands Summit in London, delegates debated the marketing potential of Second Life. A very senior CMO drew attention to his recent Dell experience in Second Life, where the only other like minded people he came across happened to all be residents from Dell’s First Life marketing department.

I really do embrace the emergence of marketing platforms and opportunities to connect with others, and realise that to get ahead of the game examining the potential and possibilities of Second Life is important, but there is a real danger here.

Brands appear to be rushing in without really understanding the target or the available tools for use. Hoping that recognition of their brand in the real world will hold strong in Second Life. With escapism to an alternative universe being at the helm of Second Life’s USP (Your world. Your imagination), perhaps the ‘avatars’ and ‘alter egos’ just don’t want to be found.

A recent survey showed that of eighteen brands to enter in to Second Life, only one created an ‘identifiable public in-world group’. If Second Life is about building a community and networking, it would appear that the majority of brands, using wide-spread media coverage to announce their Second Life presence, are getting it wrong, with many branded spaces and in-world events just not pulling in the crowd.

Everyone appears to be talking about the Second Life phenomenon, very few appear to understand it.

Second Life Brand Explosion Examined
“CoolzOr has put together an in-depth review of the many brands who’ve stepped in Second Life and the tremendous growth the virtual reality world is experiencing. CoollzOr walks us through the Second Life presence of brands such as Adidas, Reebok, American Apparel, Sun Microsystems, Toyota, IBM, Starwood Hotels and Nissan. Each has created an interesting virtual representation of themselves and, predictably, not without some complaint from SL residents.”

DD (aka Avid Connoisseur)