Second Life Loses Luster

By March 28, 2007

Adweek has an interesting article up about how brands are failing to understand how to adequately and innovatively market themselves in Second Life. It goes on to discuss how Second Life citizens are losing interest and trust in the brands that are there.

Marketers continue to rush to the virtual world of Second Life despite increasing evidence they don’t really know what to do when they get there.

Last week, Coldwell Banker hung out a shingle on the site as “the first national real estate company to sell homes within the community.” The realtor is in good company. H&R Block, Adidas, IBM, Reebok, American Apparel, Toyota, Leo Burnett and Bartle Bogle Hegarty are among the dozens of firms already there.

So far all this collective marketing savvy hasn’t much impressed the actual Second Lifers. More than 70 percent of the site’s users say they are disappointed with the marketing that goes on in Second Life, according to a survey by Komjuniti, a Hamburg, Germany, research firm. This could be because companies are approaching the site like a traditional marketing channel.

Read the full article here

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