Sight, Sound and eMotion: Making a Case for Marketing in Second Life
Why You Should Care
I recently set up an “in-world” — the term used to describe events that take place in Second Life — interview with C.C Chapman of Managing The Gray. We met at his office in Second Life and spoke (over Skype) about issues pertaining to Second Life. The experience was amazing! Chapman shared an experience of his own that shed light on the impact of the inherently visceral connection between users in Second Life.
He told me about a Harvard lecture that was streamed into a lecture hall in Second Life, recounting, “We were having this extended experience, and these were people from all over the world.” Here was an event (the lecture) being recorded by one medium (video) and extended by another (Second Life). This experience reached people around the world, and the virtual element added value to the experience through conversation and community. This engaging experience is completely without precedent and unparalleled by other forms of media. Imagine what this level of engagement could do for your brand!
At OMMA East a few weeks ago social media and the consumer conversation were two of the hot topics, but I heard no mention of Second Life. I predict that things will be quite different next year, as Second Life is the epitome of social media. In a post on Second Life Insider, Kelly Linden wrote of the incorporation of personal profile’s residing on the 2D web into Second Life. The application’s potential to incorporate other social media is just one reason that I feel all marketers should be considering it as a viable marketing channel. As consumer conversationalists, we need to be ready to speak with consumers in all places, at all times, and on their terms.
Starwood Hotels recently launched their new hotel chain, Aloft, in Second Life. This 3D rendering of the hotel provides consumers with a social and interactive brand experience. While looking around the hotel, a resident of Second Life has the opportunity to chat with other residents and express his/her thoughts and opinions about the hotel.
While marketers may have little chance to intercept negative conversations, the savvy marketer would look at this as an opportunity to join the conversation and gain consumer insight about their brand. What do consumers like about the hotel? What don’t they like, and what would it take to get them to make a reservation in the real world? In addition to providing an engaging branded experience there are many implications that Second Life can have for the direct marketer. As Second Life matures and the ability to move the consumer closer towards the point of sale by enabling more complex e-commerce functionality, Second Life will become an even more indispensable part of the marketing mix.
An industry friend of mine said, “there is something not natural about all this.” On the contrary, I posit that there is something quite natural about Second Life. I keep returning to Jean Baudrillard’s article, “The Precession of the Simulacra” in which he discusses the destruction of reality by simulations. Is this what people fear? If so, why do people have little or no fear of reality television? Reality television is supposed to offer us a mirror of ourselves through the reality of others, but the lens of the camera distorts this reality and creates a virtual reality.
Second Life on the other hand does not claim to be reality. Second Life is simply what the user wants it to be, making it much more natural (or real) than reality television. This natural essence makes Second Life a far more appealing proposition for marketers than employing product placement in reality television.
Like the Web before it, virtual worlds will face many critics and skeptics on its path to acceptance. While I respect people’s reservations, I do not think they are rational. Second Life offers people a natural extension of themselves, and anyone with an open mind can learn the value that such an extension offers. The reluctant marketer needs to realize the potential of such a platform or will soon suffer in obsolescence.
Reader Comments.
I had no idea what “Second Life” was, till I read this article. I then created an account on “Second Life” immediately. I am a changed man! “Second life” is the future! If everyone on myspace would switch over to “Second Life”, there’d be less technical problems, and a more exciting way of communicating. This was a very informative article.. Thanks Adotas!
But what’s the avatar represent? Does it respond to the same stuff my real ego does? Like in “real” life, I’m a committed environmentalist and wouldn’t touch an SVU if someone gave me one, but in Second Life, where it’s no more real than I want it to, why not have some fun and tool around in that gas guzzler — a return to the halycon days of childhood where I could afford to occasionally irritate the world (mainly may parents) for the pure fun of it. I have enough trouble figuring out real world motivations, let along virtual ones presented through some second(?)party persona whose relationship to reality is literally an enigma wrapped within a mystery.
GREAT article and kudos to Starwood Hotels for launching a hotel chain in-game that seeks to enhance Second Lifer’s experience. I’m always fascinated when anyone, especially marketers, would be hesitant about getting their virtual feet wet and signing up for an online phenomenon like Second Life. We are not in a time any longer where playing it safe is an option. Having a presence on portals like Second Life, MySpace, and so on is a must. Having a podcast/videocast for your company is a must. Long story short-you may not like or even “get” what Second Life is all about, but you’d better start learning since your competitors will.
-John C. Havens
http://podcasting.about.com
Nice article Adam. I think you’ve hit the nail on the head with the paragraph towards the end about 2L not claiming to be a ‘reality’. It is whatever we make it out to be: a sandbox to try new things, a place to launch a new product or idea, an on-line world that is merely an extension of our off-line life, a place to learn (like your CC Chapman example), a bridge to connetions around the world, or whetever else our imaginations will create. As for me, I have enough trouble staying on top of my first life, so I’m not sure how well my second life will keep up with this new world.
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very well put. succinct.
why it is that marketers don’t see second life as a new frontier and an incredible opportunity that rarely presents itself (nearly carte blanc channel until recently) absolutely escapes me.
thanks for your insights. and thanks for the evangelism – you are reaching more than the choir with your message. well done.
Definitely on point here. I think the buy-in from major corporations that are in a position where they’re trying to gain traction from a younger marketplace is amazing. The tough sell will be the corporations that are maintaining their empire and are least likely to take risks and move deftly.
However, those that do will most surely benefit.
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I have to say, before I read this article I wasn’t even sure what an avatar was. But after checking out the site, I can see why you are so excited about it. Thanks for turning me on to Second Life.
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