Setting up a Virtual
Presence in Second Life
What options are available?
What focus should be given?
What purpose should it serve?
What people will be attracted?

“Splash”
Purpose: good PR, attract the media’s
attention, make it a “conversational
piece”
Target: mostly the media
Examples: Reebok, Adidas, Starwood
Hotels
“We are in Second Life”

Product evaluation
Testing a “virtual” audience for a new/
existing product
Not always appropriate for all types of
products
Target: existing/future customers
Examples: American Apparel,
allegedly Victoria’s Secret

Educating the Market
Purpose: explain to the customers
how a product/service works
Focus: “simulation”
Target: New and existing customers
Examples: Dell, Nissan/Toyota (and
eventually Wired, MAKE)