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.

Interesting? Yes. A surprise? Not really. There’s been little activity on the MB island for a while now. The company claims their SL experience to be a positive one with ‘vital insights and received plenty of positive feedback’. Fair enough.

But whilst Mercedes Benz did more than most automobile brands in SL and certainly led the pack in terms of European car brands, ultimately this type of dedicated island approach, whilst thorough and well executed, is still prone to the low footfall/traffic issues associated with branded islands.

Holistically, if your branded island doesn’t get visitors then the strategy was flawed and you should close it anyway.

Related articles:

No brand is an island

BMW vs Mercedes – strategic assessment