My first Online Spin article, where I revisit good old Second Life as an analogy to present day commitment to startups by brands. It's all about patience, commitment, perseverance and staying the course, but more importantly, it's about recognizing that brands (and not the media) have the power to make the difference in terms of an emerging platform.
I guess I was called a âSecond Life boosterâ back in the day -- and guess what, I was OK with that. I still am. As an early adopter (professionally) in the virtual world of Second Life, I witnessed firsthand the highs and lows; how the press initially went gaga over it, and then turned their back, to the point of making it their personal vindictive mission to destroy evidence of any self-created hype.
Perhaps my former companyâs island of crayonville was a utopian oasis that existed in the eye of the storm. Perhaps our âVirtual Thirstâ foray for our client, Coca-Cola, was the exception to the norm, since the brand did not (like many others in the early days of Second Life) get pelted with flying penises for its troubles.
In many respects, we were witnessing a mini-bubble being artificially pumped up and then burst in spectacular fashion. And all the while, real people were making real money -- admittedly, doing unreal things.
Virtual worlds, gaming environments, augmented reality, avatars and 3D simulation should not be alien terms to you. It should not come as a surprise that these items once coexisted in perfect harmony with each other, along with red dragons and drag queens. What might surprise you is my assertion that brands were to blame for the demise of Second Life.
Can you imagine if Christopher Columbus had looked out his telescope at the âNew Worldâ only to see angry, strange-looking people with painted faces and ornate head dressings waving native weapons -- and subsequently turned around to head back to Europe?
Sound familiar? It should be, because itâs the same scenario that happened in Second Life. And I hope it doesnât happen again with respect to collaborating with startups.
These days, brands have become enamored with the next bright and shiny object, namely conducting tests or experiments with startups. Only startups arenât some passing fad, gimmick, flavor of the month or test tube guinea pig. Collectively, they represent value propositions or utilities that disrupt norms, challenge conventions and move markets. Only they wonât get to realize their vision -- their proof of concept -- if brands continue to hold them at armâs length, dispatching their agency minions to negotiate the impossible âbig ideas at scale.â
Innovative and unprecedented executions are absolutely doable. It falls apart when brands turn away because the reach isnât there -- or, put differently, they canât measure or compare these âstartlingsâ to incumbent blunt instruments like TV, radio, print or even online.
My message to brands is very simple: donât be turned off startupsâ lack of reach. In fact, this should turn you on! Youâre dealing with the most fertile real estate, untouched and unspoiled by the âmassesâ (even your competitors). You have the incredible opportunity to help them achieve their path to reach with your brand dollars, talent, resources and media.
You have the unique chance to join forces with them at the earliest possible stage to co-create and own that big idea.
And, irony of ironies, you have Second Life to thank.
âYouâre welcome!â â Divo Dapto
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