Playboy hits the V spot
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.