May 28, 2007How to succeed in Second Life
Filed Under: Gaming
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Virtual Thirst is featured in this week's edition of Ad Age in an article which covers off pretty nicely on the learnings and insights to date, together with advice for the future.
This is definitely one of the more prominent pieces of press the effort has received and shows that even in the new P.R., the "short head" methodology equally applies.
I'm also encouraged by the coverage which hopefully begins a new wave of insight and perspective into how to approach - not just - Second Life, but virtual worlds in general.
As I explained to my wife yesterday...take the prediction that in 3-5 years time, the majority of all "browsing' will be done in virtual environments. Internet browsers like Internet Explorer or even Firefox will be passe. Site maps will quite literally be maps and each "page" will be an attraction. Think of a funfair or carnival, filled with rides, stalls and kiosks. Sites like Amazon.com will be 3-D representations of stores like Barnes & Nobles, teaming with activity, life and social interaction.
Now if only 1% of that prediction comes true...can you imagine the implications for marketing, branding, advertising, socializing, connecting etc. etc. etc.
Now if you are Coca-Cola or any other blue-chip company, how can you not be seriously thinking about these implications and making planning/provisions/"bets" on these possible scenarios/outcomes.
I think when you put it that way, the obvious validation/justification naturally rises to the top...arguably even more important than short-term sales/ROI (ala Michael Donnelly's point in this article
DON'T EXPECT A DIRECT LINK TO SALES IN THE REAL WORLD. "So much of our metrics aren't about sale, but they're about brand love. Brand value and brand love are our key metrics." -- Michael Donnelly, director-global interactive marketing, Coca-Cola Co.
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Comments
Odd to see this filed under gaming, isn't it?
Posted by: Nobody Fugazi
"Brand Love and Brand Value Metrics?" I don't get it. How can a brand like Coke value Brand Love and Brand Value on one hand and create shareholder value by spending a 5.5 billion dollars in cash to diversify into Vitaminwater and Highland Spring Water. Certain Analysts have downgraded Coke, citing persisting weak volume trends and the lack of clarity on the timing of a near-term improvement core beverage markets. I for one am waiting for my Coke shares to hit $60/shr, but management comments like this give cause for concern.Help me out here.
Posted by: Harry Webber
Opps. Wrong URL for me. This on is corrrect.
Posted by: Harry Webber
A little less rum in that Coke, barkeep. Pardon the typos.
Posted by: Harry Webber
ohh, If you're in the UK and into all this you might like this event (click my name)
Posted by: Paul Three
Whilst many decry Second Life and its relevancy for brands stating the small population, limited reach, its inability to scale, the passionate audiences, the sheer difficulty of positioning the message in just the right way to enhance the environment and peoples enjoyment of it. I would argue that this is precisely what makes Second Life in particular and many other web 2.0 applications the perfect place for marketers. It gives us a glimpse of the new marketing dynamic which is here to stay.
Posted by: giles rhys jones
Great points. Virtual worlds are very likely going to be some part of our future - to what extent exactly I'm not sure but marketers need to be experiencing this new medium to understand its impact. My eyes were opened even more to that point when I recently saw the Harry Potter space in Second Life. There's no other environment that can produce that fictional world and allow people to "experience" the story in such a way.
Posted by: Jeff
Since the first embodiments of new technologies rarely become the popular form (Rio replaced by iPOd, Alta Vista by Google, and so on..) What do you see as the next world that replaces World of Warcraft, SecondLife etc...
What features are missing or what key technological feat will upset the current champs?
Just things I am thinking as I wonder if I should bother with SL.
Thanks for being on top of it.
Posted by: Roger Anderson
