As we approach the end of 2007, over 200 brands are now present in virtual worlds. Of these worlds, Second Life has had the lions share of attention with over 174 companies deploying initiatives inside it.
And we’ve seen all kinds of activities take place. From giant computers and car vending machines, through to TV shows, competitions and concerts. But what have marketers realised in 2007? This series of posts looks at the lessons learned (in some instances the hard way) by real world marketers exploring virtual worlds.
If you build it, they might not come
There’s been an awful lot of media attention surrounding the lack of visitors to ‘corporate’ venues in Second Life. Whilst some of this media coverage has been inaccurate, it is fair to say that real world brand venues in SL attract a lot less traffic than metabrand locations. It’s also fair to say that for some of the more poorly conceived marketing campaigns in SL, there ain’t nothing going on but the rent (to Linden Lab).
The mistake many marketers made is that just because a brand is successful in the real world does not mean this success and interest will directly translate into the virtual space. And why should it? Consider this analogy….
In the real world, we wake up, get ready for work, drive to work, get to work, work, have lunch, speak to friends and collegues, leave work, drive home, get home, change, eat, relax, speak to friends, maybe watch some TV or surf the internet and then go to sleep.
There wasn’t much time for ‘checking out brands’ in that typical day. So why should residents in SL take time out of their ‘virtual day’, to visit a corporate island in SL? They’re too busy socialising with friends, maybe building and perhaps sometimes kitting themselves out with virtual clothing.
You want residents to interrupt their day to visit a branded island with a 30 storey building and an atrium? That’s a big ask.
Marketers have learned that they need compelling and unique reasons to attract the interest of residents. They need to engage them and offer them an experience that is unique. This is important because if a resident decides to teleport to a corporate venue then you have to assume that they have a reasonable awareness already of the brand. This means marketers have to create a new way to experience or interact with consumers, not just bolt on a logo.
Marketers are also starting to realise that No brand is an Island. If all the residents are exploring and living on the mainland areas, then surely they have to take their brands to them, not the other way around.
If 2007 was the year of branded virtual buildings and venues, then 2008 has to be the year of branded virtual products and services.
Why? Because in the real world companies sell products, services and solutions, not buildings. They are not queues outside the HQ’s of these companies of people waiting to explore the building.
Strategies in virtual worlds have to be concept driven as opposed to spatially driven. Just because you can have a branded island doesn’t mean you should. The idea, as with all marketing, has to come first. Design is an output, not an input.
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