The Facts of Second Life

Cheil Communications North America recently constructed a lavish 5-floor office on the corner of 43rd and 7th in the heart of Times Square. Times Square in Second Life, that is – a vast, virtual world.

According to Adweek, “the most surprising innovation in 2006 was the rush to advertise in the Second Life virtual community….” Unfortunately, over 70% of Second Lifers have been disappointed with the old school attitude these brands have brought with them.

That’s why Cheil has approached Second Life with a goal of establishing a full-time and permanent presence that embraces every aspect of this new world. Like what? Below you’ll find our top ten rules for brand building in Second Life as preached by our Brand Wizard in the virtual Cheil lobby.

1. To become a player one must forfeit the notion that Second Life is a game.
There is no finish line in Second Life. Nobody is keeping score, although it is possible to score a pimped out pad. There is no ’end boss’ to beat. In fact, beating of any kind is generally frowned upon in Second Life.

2. Being in Second Life is not the same as being a part of Second Life.
Second Life is a world of things to do, places to see, and avatars to meet. That’s why it’s important to be inventive, imaginative, and unique. Give them a reason to stop by and stay awhile. If not, they’ll just teleport the heck out of there.

3. There’s a fine line between creating a buzz and being told to buzz-off.
The cost of overselling in Second Life is steep. Instead of brand loyalty, you risk developing a degree of brand lameness. Be subtle instead of sublime. Respect their savvy and avoid the cynicism. Because remember, word spreads quickly in Second Life and there are a few choice words you don’t want
to be called.

4. Keeping it real in Second Life is really, really boring.
In the real world, your brand would never be able to offer promotional free rides on a purple dragon. PETA would probably protest, not to mention the fact that it would be illogical. But this is Second Life, a world where anything is possible. It’s also a world where traditional marketing and real life brand experiences rank up there with a trip to the Second Life DMV.

5. Remember, it’s not considered a bribe in Second Life. It’s an incentive.
If you build it, they still might not come in Second Life. On the other hand, if you offer the residents ways to make Linden (moolah) then you’re bound to get more visitors. Pay them to camp at your place. Give them jobs as DJs, Greeters, or Mimes. Actually, it’s probably not a good idea to have a mime. They’re just as annoying in Second Life.

6. Scratch their backs and the Second Life community will scratch yours.
Second Life is all about community. In that community, a cooperative company is more likely to succeed than a corporate company. That’s why it’s important to support the local mom and pop shops. Not to mention the shops owned by elves, showgirls and Cyclops. Employ their services and they’ll be more likely to send people your way.

7. Give away too many freebies and it could cost you your reputation.
Sure, you could set up shop and give away everything for free for promotional purposes, but that would hurt the indigenous businesses that don’t have your resources. Check the local economy and price your goods and services accordingly. If you don’t, be prepared to experience the wrath of Griefers.

8. Build on a deserted island, and it might just stay deserted.
Even if you have a skipper, movie star, millionaire and his wife on your island, it still probably won’t be enough to get people to come. Instead of buying your own island, try being a rock and a pillar to an already existing community. Your presence will only add to its vibrancy.

9. Even if you’re not ’into’ leather chaps that doesn’t mean Bubba won’t be wearing them.
Part of the fun of Second Life is that you’re free to create and do virtually anything you want. It also means that everything from convents to strip joints exist in the community. Be aware that it’s not all “PC” in Second Life. Plan for the unlikely and occasional compromising situation as best you can.

10. Keep them coming back for more.
Once your brand is in Second Life, it’s important to do things to keep the residents’ interest. Get creative
and host big events. Throw parties or promote concerts. Add new features to your location that will warrant repeat visits. Whatever you do, don’t rest on your laurels or your spot might end up a ghost town. Unless that’s what you’re going for, then make sure you build a saloon and stage a mid-day train heist.

Brian Gield
Senior Copywriter, Interactive
Cheil Communications New Jersey