THE SECOND LIFE OF SECOND LIFE

Abstract

This article discusses the renewed interest of many companies in engaging the online social network program Second Life, developed by Linden Labs, in their marketing campaigns. The initial development of virtual islands and factories that clustered advertising for real world products has not succeeded on the scales anticipated by companies such as computer company Dell or the Starwood Hotel Chain. An alternative approach to Second Life, developed by the company This Second Marketing entails more personal interaction between users avatars, or online self-representations, in support of brand development. The success of this campaign with companies including Sun Microsystems and Nestlé is noted.