Mowing the Digital Landscape

In 2006, roughly 1.42 million unique consumers visited Second Life and experienced Linden Labs’ 3D virtual world. While the number of active users of Second Life is estimated to be much lower, around 200,000, there is still evidence that investing in real estate that is not real may be of benefit to your company or organization.

For example, Nesquik was looking to improve its image among young consumers. The company hired The SLAgency to create a Nesquik Bunny avatar to directly engage with others during their in-world visits. In addition, The SLAgency built QuikSk8 Park, a virtual skate park, which soon became a hot location for in-world parties, including Nesquik’s annual Halloween Costume Contest.

Over a 20 week period, the Nesquik campaign generated an estimated 36 million impressions via in-world interactions, advertisements, and web banner ads. Other companies such as IBM, Circuit City, and Coldwell Banker have experienced similar success. Not earth shattering results, but enough to warrant a second look.

Looking for a non-corporate example? My undergrad alma mater, Ohio University, has dedicated a significant amount of time and resources into their Second Life campus. Here is a quick look at the results.