I’m always interested in how companies and people use new technology to communicate and connect with customers (and each other).
Don’t know what Second Life is?
Second Life is a 3-D virtual world entirely built and owned by its residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by a total of 3,031,536 people from around the globe.
- From the moment you enter the World you’ll discover a vast digital continent, teeming with people, entertainment, experiences and opportunity. Once you’ve explored a bit, perhaps you’ll find a perfect parcel of land to build your house or business.
- You’ll also be surrounded by the Creations of your fellow residents. Because residents retain the rights to their digital creations, they can buy, sell and trade with other residents.
- The Marketplace currently supports millions of US dollars in monthly transactions. This commerce is handled with the in-world currency, the Linden dollar, which can be converted to US dollars at several thriving online currency exchanges.
Welcome to Second Life. We look forward to seeing you in-world.
So how are people using Second Life? Harvard Law School has begun the CyberOne: Law in the Court of Public Opinion, a Second Life course that’s unlike anything I’ve heard of:
Throughout the course we will be studying many different media technologies to understand how their inherent characteristics and modes of distribution affect the arguments that are made using them. Students will be immersed in this study through project-based assignments in which they will be using these technologies to make their own arguments. For a good introduction to the class, watch this video of a discussion with Charlie and Rebecca hosted by the Berkman Center.
Shel Holtz reports that Coca-Cola has entered Second Life, taking a different approach:
Coca-Cola has entered Second Life by taking an approach other than buying an island, building an edifice, and hoping residents will stop by for a visit. Working with crayon (yes, I’m part of the team, along with several other crayonistas led by C.C. Chapman), Coca-Cola opted to break into the 3D metaverse by getting out amongst the population.
The effort is a competition, labeled “Virtual Thirst.” The idea is for residents (and, in fact, anybody else) to design a Coca-Cola vending machine that dispenses an experience rather than a can or bottle of Coke.
Sprint Nextel is using Second Life to target the Hispanic community:
Sprint Nextel continues its innovative marketing efforts towards the Hispanic community by opening the virtual doors of the first-ever Sprint Center in the 3D, online digital world of Second Life. Exclusively for Latin music fans, the virtual Sprint Center will stream pre-recorded one-of-a-kind performances from the Sprint-sponsored reality TV series, Concierto Clandestino, broadcast on the Spanish-language programming network, Telemundo. The concert series will include performances from an internationally renowned line-up of Latin artists including Paulina Rubio, Obie Bermudez, Tego Calderon, Fonseca and Belinda.
Also in the discussion: