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Getting those numbers wouldn't be difficult. For example, the Scion model might already be sending data out to an external database; everything from whether it was being used to how long some passing avatar looked at it. There's very little that can't be culled and I suspect (since resident-created code for that sort of thing has long since existed in SL) that these companies are already providing it. I'd not assume, as you apparently are, that they're just making pretty objects.

Jonathan Cohen

8,000 users? Well that would explain why I found SL to be pretty much deserted.

The question is one of functionality. What can you really do to 'interact' with these brands in SL that is going to increase your awareness or likelihood to buy? I wonder how similar to real life the Scion is -- that's the promotion I could see working the best.


That's 8000 at one time. The total registered is about a half-million and those who've logged in during the past 60 days is a quarter million.

Functionality is something to consider. This is where I think companies need to have an understanding of the medium before they lay out what it is they expect. There are no physical limitations. So instead of going in with a particular mindset, people can either enter with a rigidized concept or they can open up their imagination to possibilities.

I'd recommend the latter. If Chevy had considered what people might do with their Tahoe ad, they might have screened them. If Heinz isn't careful, someone might slip through some custom labels that wind up on YouTube (getting the individual whatever attention it is they desire at the expense of the brand).

So I disagree. Automatically saying it should be like real life to be effective does not necessarily translate to a successful campaign imo. Instead, I think they should have a version where you push a buttom, the wheels fold under and the jets come out. Surprise them. Make them smile. Getting people talking positively about the brand is what's most important; not how faithful the virtual is to the real.

Understanding the consumer - even if they're in a virtual space - and then demonstrating that understanding would increase the parent company's reputation. And reputation is what branding is really all about, isn't it?

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