Second Life citizens want engaging marketing and brands

Now the dust has settled following the hype around Second Life, it seems that some marketers who embraced the virtual world are lost and risk losing the interest of the virtual citizens.

by Helen Leggatt

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Successful marketers in Second Life are those who have become involved in, and invested in, the community, say experts. Those who have merely set up shop and parked their brands in the virtual world are likely to be ignored.

"The point that's been made over and over again is that these worlds are seriously engaging," said Linda Zimmer, president and CEO of the consultancy firm MarCom:interactive. "The other point is that you (the marketer) have to engage, too."

A new study from German firm Komjuniti seems to indicate that current marketing strategies in Second Life aren’t working. Of the 200 Second Life users they surveyed, 72 percent said they were disappointed with virtual marketing, and just 7 percent thought it had a positive effect on a brand.

"The brand sites on Second Life currently look like they're being treated in pretty much the same way as [traditional] advertising campaigns," said Dr. Nil Andres, Komjuniti's brand manager. Andres felt that Second Life citizens “expect more creativity, more inspiration, and not vertical influence the old and traditional way of the 60-second spot.”

Separate research by MarCom:interactive was at odds with the Komjuniti results, as just under half of their respondents had a positive outlook on virtual marketing, although 34 percent remained neutral.

Tags: Second Life, virtual marketing, virtual world

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I've made this comment to several companies joining SL Recently IBM hosted the Second Life Ballet however, which was a very nice gesture on their part. I dont know what all these companies are doing. There used to be maybe 7000 people on at peak hours. Now there are never under 25000, ever. And it gets up to 33000 regularly. The servers cant handle it. I dont know if its because of these companies or where all these people are, but its hurting everyone. The companies have many ways they could interact with us though. Thousands of newbies would be more than happy to take marketing surveys for a few Linden each. They could hold design contests, for instance design a case mod for a Dell PC using 10 prims. Or design a car. Even some cool freebies would be great. At Xmas NBC held a tree lighting in a beautiful recreation of Rockeffeler Center and had little presents hidden in the foliage. Scarves, mittens. Have you seen what Paramount did for the movie 300 in SL? There is a small recreation of some sets from Sparta, including three houses and the well. There are clothing and armor, amphorae, weapons, jewelry and even an emote from the movie that you can do Take Copy on. In the theatre you can see the trailer and a long discussion similar to what you might see on a DVD release. Oh yes. All the posters in the Sim are Copyable too. Thats how to get our attention. Now if only theyd make the spartan house Copyable....

Posted by: dirjha on March 30, 2007 01:07