For the past few months, I have been conducting research on the rising media platform, Second Life. The new media channel is so fresh its not done yet. Completely still within its introductory stages, Second Life is virtual reality that is all user-generated content. People use Second Life mainly for 3D design and interactivity. They use it for conversation, something to replace television or traditional video games. Throughout my ventures in-world, everyone I spoke with had a different reason as to why they spend their time living in a virtual world.
My research focuses on the benefits of large corporations and businesses to set up shop in Second Life. So, I visited some of the headquarters that already exist in Second Life to analyze what they do. Earlier this week, I teleported to the legendary ad agency, Leo Burnett. To my surprise, it was designed in a way I would have never imagined. The company island was very quirky, random and creative. It didn't look like a virtual headquarters. Leo Burnett actually utilized the fantasy aspect of Second Life and ran with it. They made a land that represented their creativity and had fun. Go Leo.
I believe Leo Burnett is very experimental at this point with Second Life. They seem like they do not know what to do with the medium, but are having fun with it anyway. The island is attractive in sense that allows avatars to play with random things that involve interactivity. I received a giant pencil in my inventory that I could whip out and ride on (which is part of their image and self-branding). So, that’s fun and now I know more about Leo Burnett.
The idea and ability that I not only saw the pencil, but also was "playing with it" embedded the identity of Leo Burnett into my brain with more meaning and clarity. Big Ideas. Big Pencils. I still think the island is in the works. It should represent more "toys" that show what they do for their clients, brands and more about Leo Burnett' company persona.
In addition, I scoped out islands that promoted the entertainment industry like recent blockbuster hit, "300". Which was absolutely fantastic and displayed superb art direction by Grant Freckelton. On the contrary, the spot in Second Life was not all that exciting at all. It just looked like any other industrial design in Second Life. I was expecting more red and flesh tones like the movie. Disappointed. Except for the spartan avator look-a-like. For the most part, much of the marketing in Second Life centers around advertising for stuff only in Second life.
In my spare time and for class, I have visited many just for fun islands in Second Life. One being Kawaii Ku, which is an Animie island that is build like a city. I got bored there, and I cannot remember how but I stumbled upon a DJ's virtual apartment and discovered how good her music is. So, her marketing worked; I never heard of her before until I searched trance in Second Life and I got to listen and download MP3's of her music. Now, I will probally purchase and download the entire album. The target audience also clicks; many people into electronic music utilize their computers for making music and would enjoy something innovative like Second Life.
All different walks of life are playing and running around Second Life just waiting for good conversation and neat things to toy with. Users WILL interact with your product and your brand. Give an avatar a sample of your new beer or wine. The person wil be happy, know about your brand and product, and their avatar will be drunk! (avatars don't really get drunk though).
On average, it costs $1200 for a business to buy an island in Second Life. That is not even a dent in advertising expenses for big business such as Mercedes Benz. I scoped out and test-drove one of their newer cars at the in-world dealership. Having virtual dealerships cannot hurt and can only benefit big time companies like car brands. It brings people one step closer to your actual brands car lot by letting them test drive a car on a virtual lot.
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