Most of the time I’m in the same camp as Ian Schafer in just not quite “getting” Second Life. I think most of that comes not from my being slow or close minded. I just don’t think I’ve seen a compelling reason to be in Second Life, either as a person or as a brand.
But one execution that I do “get” is Coca-Cola’s “Virtual Thirst” promotion in-world. Instead of creating a big, fancy store, or island that looks great in screenshots but doesn’t actually do anything, Coke is actually trying to add to the Second Life experience. Coke (and its agency crayon, which has a couple people you might have heard of working for it) worked with the SL community to create an experience that actually adds value to the community.
One of the biggest components of the project is the request for SL residents to create a “vending experience.” More specifically, people are asked to figure out how they would vend an experience. People can submit their ideas using words, pictures or video. The winner will then see his or her idea executed by some Second Life experts.
Reasons I love this program:
- People need to be creative – always a good thing
- Started the conversation early by using in-world testers
- Creates something new for the environment
- Has the potential for multiple plays – they could run this once every three months and it wouldn’t get old