For those of you who are unfamiliar, Second Life is a virtual world where you can create an avatar, own virtual land, exchange virtual currency, and build all sorts of virtual things. Different from a typical multi-user role playing game, in Second Life you have no guiding objective -- it's less a game than it is an environment for creating whatever pleases you.
Because your avatar doesn't need to eat, you don't really have any basic needs that need to be fulfilled. Instead, time in SL is spent exploring, chatting with other avatars, and exchanging land and various in-world creations that people -- yourself or others -- have made.
I spent the evening looking at the SL presence for as many major brands as I could find. I'm sure I've missed a few, but this is a fairly good representation of what real world advertisers are doing in the virtual world space. From a creative standpoint, it's not hard to see why advertisers are so interested in exploring Second Life's possibilities. There aren't a lot of creative or physical limitations inherent in the environment, so it's a unique opportunity to present a brand in an entirely new context.
So, without further ado, here is the massive list of real world brands that are currently participating in the virtual world of Second Life. Enjoy.
Adidas
Map search: Adidas
Adidas has a virtual shoe store. You can purchase a pair of Adidas for your avatar for L$50, which you can wear in SL. They've also provided links directly to their web shopping cart, so if you like what you see, you can purchase the sneaks for your real-life feet as well.
Reebok
Map search: Reebok
In the Reebok virtual store, there is a Scarlett Hearts Reebox Goodie Bag that you can pick up for free. It contains a pair of earrings, a pendant and a charm bracelet, promoting women's wear line. You can purchase women's Reebok clothing for your avatar (L$40 - 100), as well as shoes (L$50). What's cool is that you can custom design your own shoes - the SL equivalent of the rea-world DJII Custom blank shoes.
IBM
Map search: IBM
Search results came up with several IBM locations (approx. 29
locations). I visited location called "IBM", which is a large campus called the IBM welcome center. Here they recruit potential employees and hold public meetings. You can also read current IBM press releases and that sort of thing.
What's really cool is that IBM is using SL as a virtual meeting space. So, instead of starting a phone conference or a big IM conversation, all the little IBM avatars can get together and have a work-related meeting without being in the same real-world room.
Nissan
Map search: Nissan Altima, Nissan Skytrack, Nissan Roadway, Nissan Sentra
Nissan has several islands for their different product lines. Each one has a virtual product demo that you can drive around - usually with some funny feature that would only be available in a virtual world (think flying cars).
At the Nissan Altima location you get a free Nissan Altima to test drive and use throughout second life. The SL Altima has a cool flying mode where the wheels turn into hover pads, much like the Dolorean in Back to the Future. You can drive your car through their Skytrack where you literally fly your Altima through their track. You don't get anything for completing the track, but you are timed on the course and other people are competing with you for the best time.
At the Nissan Sentra location you can watch a video, and receive a free
Nissan Sentra for your avatar that you order from a gigantic vending machine. You can also drive R/C cars and download the 2007 Nissan Sentra e-brochure.
Scion
Map search: Scion City
In Scion City, you can test drive the cars virtually and purchase a virtual Scion for L$300. Giving the car value is sort of a nice nod to the players in SL that are making and selling their own virtual cars. Otherwise, it's a little hard to compete with free.
Reuters
Map search: Reuters
Reuters SL experience is pretty cool and they've found a nice way to bring their brand to the virtual world. For free, you can pick up a heads up display (HUD) that will display a Reuters news RSS feed at the top of your screen. You're also given some virtual displays that you can place in your SL home, in case you want your house guests to be informed of the real world's goings on. Finally, you can teleport to different areas of Reuters and view video pertaining to the specified area (i.e., technology news, etc.)
Pontiac
Map search: Pontiac
Pontiac has a kiosk where you can donate Linden dollars to "Relay for
Life". You can view vehicle information and test drive your very own Pontiac for L$600. You can also teleport to 'Motorati' and do some
go-cart racing on Pontiac's go-cart track.
NBC
Map search: NBC
Enter the NBC building and click on the posters to view the current TV line-up and receive free items like virtual guitars and hockey equipment. You can then head up to the Peacock Room at a specified date and time and watch a virtual performance by popular real-life artists. There wasn't a performance scheduled when I was there, but I'm interested in checking it out in the future.
Dell
Map search: Dell Island
On Dell Island you can teleport to different tour sites, such as a virtual factory floor, a bigger than life, massive computer that you can explore, and Dell City.
Vodafone
Map search: Vodafone
Vodafone has an island full of games and freebies that you can explore. Check out the Picture Zone ice-rink, Fish Bowl Crane Game, and the Goodie Gallery.
Summary
The most difficult thing about Second Life, especially for new members, is trying to find constructive things to do. It's sort of odd to have the virtual world -- where people can create whatever environment they desire -- be completely filled with advertisement.
That said, the real-world advertisers have the money and time to create interesting experiences in Second Life, and their efforts at virtual brand exposure actually seem to be contributing something of value to the space. The same cannot be said for the majority of the in-world advertising which, unfortunately, is often times out-of-hand hideous.
In-world advertisers could learn a thing or two from their real-world counterparts.
