(Extra Cred.) A who new way to smell fragrences...

Second Life is a relatively new platform that has been offering endless creativity to the most imaginative people, including several business. But you may notice one thing wrong, Avatars cannot smell! For that matter, they barley have access to all 5 of their senses. How are businesses going to attract Avatars to their freshly cooked food products or lovely smelling roses?

Well now, Calvin Klein is saying who cares if the Avatars cannot smell their products, they can still experience them. And after all, isn't that whats most important, the brand experience.

CK is planning to launch their newest fragrance, CKIN2U, in Second Life for Avatars to experiment with. They are well aware that you cannot smell a product in SL, but have no objection to doing so and think it will be a new interactive way to stay in touch with the brand.

Since you cannot smell the fragrance, spraying it will form sparkling bubbles to form around you or other Avatars, initiating conversation among who ever is around.


Along with this new outlet, CK is teaming with Justin Bovington’s Rivers Run Red on the Avalon island in Second Life. And according to the blogs
CK will be holding a photography contest with a grand prize of 1 million Linden (SL) dollars. UK visitors will also be able to visit a website to order a free sample of the fragrance.

Personally, I think this new launch strategy is a great idea. Judging from the recent television ads for this new fragrance, CK is trying to target a slightly younger, teenage/young adult market (18-24). Using such social networks like Second Life provide new ways of website traffic, interactive consumer involvement, and great ways to build brand awareness, desire, and image.

Though people cannot smell the product in SL, they also cannot feel the SL Lexus they drive, taste the SL Coke they drink, or feel the expensive clothes on your SL Avatars. Does this stop them from spending real money on these SL items? The answer is no.

CK is intelligently integrating the new forms of media and is making sure not to neglect a large outlet used by their target market. Hopefully this plan will help build positive brand image and an increase in awareness, driving a step closer to great sales.

To learn more, check out this site, or here

Second Business...

After recently visiting some interesting company fronts in SL, I have taken away a bit of advice for future companies, or perhaps one of my own some day. Second Life is a different world, with different rules of society, and this should be well noted when thinking about building your business here.

To start with, I checked out the ever so famous Leo Burnett build. It was a lot like what you wouldn't expect. Mainly outdoors, there were large "tree forts" with libraries on top. There were some interesting objects like a bouncing apple, which hung from the trees, and a flying pencil (company trademark) for all visitors. One of the most eye-catching parts for me, however, was the large auditorium with a microphone in the middle. I'm guessing this location is used for larger conferences and meetings with the agency and visitors or even faculty.

The other two places were personal shopping centers not for yourself, but for your second-self, your avatar. Here you could preview all sorts of merchandise ranging from roman clothes, to body piercings, to tattoos, and even range rovers and porches. Each location was laid out in a unique way; one store had a more professional, mall-like feel, while the other shopping center was set in an anime cartoon land. Once walking through different portals of the areas you could teleport to larger cityscapes and window shop there (unless you had some real linden dollars--which cost real U.S dollars). The best part about these locations, the call to action shown right when you teleport. Paper Couture, a Second Life clothing business, has left their link in their build, making it easy to just click it and visit. You can preview all of the clothing collections and view model avatars wearing the clothing. Back in the store you can by the clothes again on Second Life. Interesting enough, its almost the reverse process of how we buy merchandise in real life.


As for creating a successful business front in SL, these companies had some pros and cons. Mainly, I feel the name of the actual location was not branded enough, or barely visible. If I came across Leo Burnett in Second Life, I wouldnt have a clue as to where I was.

This brings me to my advice about opening/building your Second Life business, or business in Second Life. First off, certainly spend lots and lots of time in SL before thinking about building (did I mention a lot of time). This program is relatively new to many people, and to rush into something may not be as fortunate as the original internet outcome. It takes large amounts of money and time to maintain a build in SL, so have someone from your company research the program, the surroundings and everything else involved with your build plans before you begin. Also, be prepared to have a PR firm/individual ready when you do build. You never know what could happen to your image once placed into a world that is bound by minimal law. Be careful when building.

Create a build as you would in real life, but use the creative advantage of Second Life. To explain further on this broad statement, I mean to build a world that represents your company first: use logos and brand color schemes, create a feel that is comfortable and matching with your brand image. For example, if your company were to be Apple, create a futuristic world with use of solid whites and blacks. Make sure to include your logo all over the place (without becoming to obsessive). But at the same time, don't be afraid to explore your endless boundaries in the game. Create teleports that allow you to transport visitors to fantasy worlds and truly make the experience interactive. If your image permits, have games, free objects, and other qualities that will make avatars want to return, or at least bookmark the landmark in their inventories. Remember that your store front in SL has the same idea as it would in RL, it gives people a chance to view a representation of your company and image. So treat your build well, create exciting activites for the avatars, and show your product/service at its best.

With this said, make sure your world is social. Since this is a social media network, make sure you include activities and locations to make an avatars experience social and interactive. Like in many SL businesses, have meeting places or lecture locations. This will allow you to hold meetings and speakers that will entertain the visiting avatars as well as inform them.

Another note, this is not PowerPoint or MS Excel, this is a 3D virtual world. Your presentation skills have become endless. With the lack of physical appearance, one can become truly comfortable with their avatar and truly impress prospective visitors with some interesting information. So when giving your company overview, walk people through a 3D version of your presentation. Make sure they have opportunity to interact with what is being said/shown. Forget the bullet point style informing, create movies, sounds, and activities suitable for the SL world.

For more information about some technical details and even basic starting points, check out Business Week's SL tip sheet. It will tell you how to design your avatar, understand the virtual culture, and other tips to get your started.

And remember, just like a blog, you have to get your SL business noticed before you can expect to see any avatars filling your Island/location.

Second Life...

I very well hope that by now, we all know of Second Life, or at least heard of the software. If you haven't, SL is an Internet-based virtual world which came to international attention in late 2006 and early 2007. Linden Lab, the creators of this program, allow people to download their SL and interact with each other through motional avatars (like sims people), and do virtually anything they please. It's like the Sims on steroids, giving people the freedom to do practically anything.

The new trend of this virtual reality seems to be focusing around the corporate presence and ownership in Second Life. Companies like Text100 (PR Firm), and Starwood Hotels have entered this world with their brands and services. They create a virtual representation of their corporation/business, build their Island, and encourage people to visit their location to check out what they have to offer. This is incredible, it is like another dimensions to brand awareness and reinforcement.

As for marketing, this can be a great tool for companies to utilize. It gives the business another outlet to express their company image, and the freedom to tailor every aspect of their Island to fit their version of the company. This virtual world can be created to increase brand image, reinforcement, awareness, and customer satisfaction. By placing Real Life company executives as Avatars, they can represent your company to the highest standards in order to impress visitors. To check out how to get started, and look at a list of companies already in SL, Click HERE.

As for advertising, it is hard to say how companies will handle advertising this early on. Currently, there are "in world" (in SL) advertisements--banners, posters, streaming messages, etc--created for certain companies and events. Mostly, however, there is a great use of word-of-mouth and viral marketing. When Avatars find something cool and interesting, they are very likely to run (or fly) to tell their friend-Avatars about this new discovery. This happens with businesses, products, locations, and much more in Second Life. Even outside of the game, people discuss this virtual reality through blogging, media coverage, news, and other social networks which spread the buzz and intriguing interest involved with SL.

Just like when the Internet first started, people aren't exactly sure where Second Life is heading. Many figure, "hey, its here, people are talking about this program like crazy, its probably the lowest price to enter now, so might as well join in." Personally, I think any company that can afford the space should invest in Second Life. People are right, we have no idea where this program is headed. But if it is anything like the Internet, sign me up!

Today in Audience Research class we had a virtual meeting with Smiddy Smails from Text100 (PR Firm). We were talking about this new form of "social media" and what firms like his do in SL. He mentioned some interesting plans for some companies to actually have Avatars enter into the SL stores, try the products out, and order them directly to their RL homes. For example, a person will walk into American Apparel, try on clothes, and then have them ordered directly to their real homes, receiving clothes that fit exactly how they wanted them. This concept will hold true for many other brands and businesses.

Besides holding conferences, events, sales promotions, and more in Second Life, I bet companies will get quite original with guerrilla campaigning. Imagine a world where you can do anything, with little restrictions. I bet it would sound good to the two involved with the Turner Broadcasting scandal. Companies will soon have people walking around in world supporting their brands to the fullest, truly marketing the company.

The possibilities with this program are endless. With people talking about Second Life and discussing its capabilities, it probably is wise to invest. If you want to research more about companies in Second Life, check out this great Business Week article.