How to succeed in Second Life

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.