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Second Life (also known as SL) is a social networking site that has gone a step beyond other popular social networking sites like MySpace and Facebook. This 3-D virtual world is managed by the citizens of Second Life, which according to the creators of the website, has grown to 5 million users.

In SL, people are able to create a new identity through their virtual characters and interact with other avatars from around the globe. They are able to build islands, homes and anything else they can dream up, attend events, fly to another country or do business with fellow users. Business transactions take place through dealing with Linden dollars that can then be translated into real money for “first life” spending.

Confused yet? Well, so are many other first time second lifers. There is definitely a learning curve involved with SL, that many critics are pointing out as a drawback of the site, saying this difficulty in getting started results in a low number of participants who could possibly be targeted by marketers. Yet, despite the critics many advertisers and marketing departments are taking interest in this latest online trend and looking at Second Life as a new place to reach potential customers.

Toyota is one example of a company who has taken the leap into SL in hopes that its “in world” marketing campaign will pay off. They have created a virtual dealership where they sell all three models of the (computer generated) Scion XB. Buyers can customize their cars any way they would like, a feature which Toyota hopes will keep residents coming back for more.

While Toyota charges for its vehicles, Nissan opened a dealership in which they dispense Sentras like bubblegum, free to residents via an enormous vending machine.

And it’s not just cars that are being sold and dispensed in SL. Residents can purchase anything from a Starbucks latte or Heineken beer to a Nike sneaker. Vogue, a publication of Conde Nast, has creatively marketed their brand by dropping virtual magazines throughout SL. This feature, when clicked on by a resident, brings them immediately to the Vogue Web site.

Sunbelt Technology has created an island where residents can meet to discuss computer related issues. There are several areas of the island ranging from a pavilion for product awareness to an auditorium for lectures and conferences to an underwater world for beginners of Second Life.

Even charities and nonprofit organizations are looking at SL to get their message across. Adventure Ecology, a UK based charity, in an effort to spread the word on global warming, submerged under water, low lying areas in the world such as the Netherlands and Tokyo.

Second Life, like many other social networking sites, provides companies with the means to tap into new markets, test products and ideas and interact with customers in new and innovating ways. Today, Second Life has about 5 million users who interact with this site. As this market grows, you can be sure that the number of companies who want to interact in this virtual world will grow as well.

To learn more about Second Life please visit www.secondlife.com

Friday, October 19th, 2007 Both comments and pings are currently closed.

By Haley January Eckels