We are Worldswide
Last month Linden Lab annouced their search for a new CEO – read what the various world blogs said that here.
One month later the new arrival has been announced. Here’s how this story has been sliced and diced.
Announcing our NewCEO!: Linden Lab
Linden Lab picks online marketing executive as CEO: Reuters
Linden Lab Names Former Organic Head as New CEO: VWN’s
Linden Installs Mark Kingdon as New CEO: Worlds in Motion
Back in June 2007, Visit Mexico joined the growing ranks of tourism marketing companies in SL. The project focused on archeological site Chichen Itza and was integrated into other activities supporting their nomination for the New Seven Wonders of the World.
Well, the Mexicans are back with the second phase of activity and this could be the best ‘build-driven’ corporate marketing location in Second Life.
It’s taken over three months to construct and has just opened to the public. Here’s part of the press release:
Experience Mexico in Second Life (SL) like never before. Thrill to the exciting zip line ride through the rainforest canopy. Soar over the beautiful Misol Ha Falls and view the ruins of Palenque by hang glider. Marvel at the Olmec heads in La Venta Park. Explore Tulums beaches and ruins by horseback. Shop for beautiful Mexican artifacts in the colorful city of Campeche. Everywhere you look there is something new and exciting to do and see when you Visit Mexico!
The wonders of Quintana Roo, Chiapas, Campeche and Tabasco, the other four states that make up Visit Mexico Second Life, were added on to Chichen Itza, which was inaugurated in 2007 and has been visited by thousands of virtual tourists.
The inclusion of these four states in Second Life, and the opening of the two Sims in which they are located (Visit Mexico 2 and Visit Mexico 3), will enable visitors to become familiar with the major attractions of southeastern Mexico, and enjoy a special tour that goes beyond the imagination.
This is a big build spanning several islands and what’s really impressive is how the space has actually been filled. Visiting the venue, you get a real sense of being immersed into the environment.
Oh to be a kid again.
Over the last couple of weeks we’ve seen several new virtual worlds for kids and tweens make announcements about pending launches. And, factoring these into the already high number of existing worlds means it’s exciting time for kids and tweens.
Here’s a recap of kids and tween worlds in development or just launched:
Is this too many? No, it’s just the beginning. As the table below shows, worlds are popping up to address specific age pockets within the kids and tween ranges.
Add on to this list virtual worlds currently in stealth-mode and you’re approaching the 30 – 40 number. Competition is going to get tough, so differentiation is crucial in this category (particularly if there’s no real world brand to leverage). Not to mention the requirement to be continually enhancing the in-world (and related out of world) experience.
Let the games begin.
Do you work for a real world brand looking to do business in virtual worlds? If so, where do you start in terms of developing a strategy? Well, you can always contact K Zero. And, reading what Playboy is up to in virtual worlds is another good place to start.
Playboy has had a presence in Second Life since June 2007 – the normal set-up – a branded island. However, where they are being smart is with an initiative initially reported on by the New World Notes blog.
The company is selling Playboy-branded items on the island created by residents inside Second Life – they are tapping into the expertise incumbent in-world. This is a very clever thing to do and actually something K Zero pioneered (for real world brands) with our L’Oreal Paris campaign.
Taken from James Wagner Au’s story on New World Notes:
“Initially we approached retail by creating replica versions of real clothing that is sold at playboystore.com,” Green Grotto’s MSGiro Grosso tells me. “Over time we decided that we would make that a smaller portion of the retail experience and engage some of the top designers in SL to create exclusive SL-only Playboy collections as well as provide them with the opportunity to re-sell some of their existing clothing line and expand their brand.” It’s a bold move, considering how sensitive and protective corporations are with their labels and trademarks (even Linden Lab themselves)– especially Playboy, one of the most well-known brands on the planet.
For companies in the real world operating in retail-based sectors, this is a classic example of how to deploy a ‘fit for purpose’ virtual world marketing campaign.
As you may remember, back in Oct 2007 (just after the VW Expo event in San Jose) the Electric Sheep campaign for CSI:NY aired in the US. This episode was one of the first examples of media convergence between the real and virtual worlds. You can read a background and watch some videos from the first episode here.
Well, it’s back with the second part of the story and being aired tonight on CBS.
On a related note, it is me or does the timing here seem a little spooky? First episode – just after VW Fall, second episode the night before day one of the NY show. Maybe someone should investigate that. Anyhow, moving on…
Here’s a press release from the Sheep about the conclusion of this story in CSI. (more…)
Best (or worst) of April Fool’s virtual world stories…..
The B2B Lead blog has a story today (April 1) about Google announcing a partnership with Linden Lab (or as they put it ‘Labs’). Apparently Google as set to become the premier advertising medium in SL with a ‘two-pronged’ approach:
‘Code-named Narnia, the agreement details a two-pronged advertising strategy that will enable Googles PPC-based AdWords technology to be ascribed to any assets within Second Life, including the Avatars themselves. The second and most interesting component of the agreement provides for the ability to bridge PPC advertisements and landing page interactivity between the real world and Second Life. Imagine an Adwords-enabled billboard in Second Life promoting a new sports car that, when clicked on, draws the user back onto the advertisers web site on the Internet, and vice versa.’
Nice try boys. Next time, at least get the company name right. (more…)
Virtual worlds 2010 – 2015: Part one: This series of posts are going to be my ramblings and thoughts about how metaverses will be used in three to eight years time (2010 – 2015). In terms of sectors and fields, Im going to explore…
Virtual worlds 2010 – 2015 Part Two: Sports sector: Crystal (foot, base, tennis, etc) ball time, focussing first on how virtual worlds and the sports sector could be in the next five to seven years.
Who pays real money for unreal clothes?: You would be surprised. Retail economies in virtual worlds are a key (and exciting) growth area. The UK Telegraph has an in-depth article about the demand for avatar accessories.
Rosedale moves and they say 
robably the most reported news of the week was the announcement from Philip Rosedale (Linden Lab CEO) is stepping down as CEO. Heres the story from the horses mouth, Reuters SL broke the story and heres how the various VW-related blogs and websites reported it.
Taking it to the streets (well, marina) with PSOE: The K Zero campaign for PSOE wrapped up last Friday, concluding with national press coverage in Spain for their in-world (SL) election initiative.
Mercedes Benz to pull out of Second Life: News fresh off the official Mercedes Benz SL blog states that the company is pulling out of SL on March 18th. (more…)
No, not a April Fool’s post – for some reason I forgot to post a round-up of virtual world marketing news for February, so here it is:
Virtual world competition and Second Lifes secret weapon: Does Second Life have any competitors? There and Kaneva maybe? HiPihi and Multiverse perhaps. And what about worlds entering earlier beta or in development – Twinity, Smallwords and even the Singapore Virtual World project? It would also be churlish to ignore Google Earth et al as well.First lets break-out some of the attributes of SL.
New case study: Kids and Tween worlds: The latest K Zero case study.
The Explorers, updated: An overview of marketing activity across different virtual worlds.
Explorer videos: Rocawear in vSide: Music-world vSide and fashion
Explorer videos: Kitson: As above
Explorer videos: TBS: An Award’s show simulcasted into Kaneva
Explorer videos: Toyota: A World of Warcraft ad.
New UK-based virtual world Vizwoz has received the ‘Elevator Pitch’ treatment over on Jemina Kiss’ pda:the digitial content blog (The Guardian).
Founder of Vizwoz, Dan Laurence goes on to explain the Vizwoz offering, the business model and the membership targets and it all makes for interesting reading.
The company claims to have a unique system to address online safety (an issue covered by the Bryon report, referenced last week). Dan explains this aspect in the first question posed by Jemma – ‘Explain your business to my Mum’:
The Explorers series continues with an update on the brands marketing across the spectrum of virtual worlds.
Rather than show all worlds and brands together, this analysis is now split between grown-up platforms and worlds catered towards kids and tweens. The table below shows kids and tweens.
What’s of note to point out here is the success of Stardoll in introducing real world brands from the clothing and accessory sectors. Their Starplaza splits out these companies by Fashion, Beauty and Sparkles and includes Heidi Klum, DKNY, Volie and a recent partnership with Fox Walden for the Nim’s Island movie.