The study will be interesting to anyone weighing up what effect Second Life can have on a brand. Some might argue that the sample size could have done with being a little larger, but even the 201 responses used give a useful insight into what SL residents think about the impact and effectiveness of real life brands. To give you some idea of the findings, here’s the table of contents:
- Executive Summary
- General Attitudes Toward RL Brands in SL
- Overall Attitudes
- Expected Effects and Consequences of RL Brands in SL
- Exposure to RL Brands Currently in SL
- Marketing Tactics
- Marketing Implications
- Link RL and SL
- Give Residents Things to Do
- Provide a Quality Experience
- Make a Contribution
- Tread Lightly
- Try to Work with Small Content Creators
- Increase Awareness
- Appendix A: Methodology
- Statistical End-Notes
I was pleased to see that IBM comes out pretty well, with a good score for positive brand impact and 20% of respondents being able to name it as an RL brand in SL, making it the leader in terms of awareness and putting it ahead of Adidas, Dell, Toyota, Reuters and Coca-Cola in that order. (The latter is fascinating, because as far as I can tell the presence of Coca-Cola textures in SL is unfunded and unofficial).
The study also lists some of the key features of what each brand is doing in SL, along with some detailed discussion of the implications for marketing in SL, and suggestions for what to consider and what to avoid.
If you’re reading up about this area and trying to gather evidence for whether it’s worth getting involved you may well find this an interesting and useful study. You can buy it for US$200 from their website or for L$25000 from their SL office.