No Right or Wrong Way to be in Second Life

Since January I've been in Second Life, exploring and learning more about the community. This past week my Audience Research class went in to compare what types of things different companies and members are doing with their space. Specifically we looked at Leo Burnett, Paper Couture, and Kawaii Ku.


Leo Burnett is a nationally recognized advertising firm, Paper Couture is a design boutique created in Second Life, and Kawaii Ku is a fan-based creation in tribute to Japanese anime. All three locations are very unique in their own ways. It's funny though, because you would never guess what kind of company Leo Burnett is from it's Second Life Island. However, Paper Couture's store--which got started in Second Life--is laid out just like an exclusive boutique would be in the real world. And Kawaii Ku, as one might expect, is larger than life.


This got me to thinking about a conversation my class had not too long ago with PR Week's Young PR Professional of the Year, Aaron Uhrmacher of Text 100, also known as Smiddy Smails in Second Life. He said he didn't think there was a right or wrong way for a company to be in Second Life. According to him, everyone is still learning and trying new things. However, what Uhrmacher does see as being important to a company's success in Second Life is their commitment to the medium. Second Life should be a long term investment and companies should aspire to involve and build communities.

Right now I am putting together a media plan for gourmet chocolate bar company, New Tree. If New Tree were to enter Second Life, I feel like the best thing they could do to market themselves is to build an Island and make it fun and interactive. That is what ultimately will bring people into their world. During this exercise, I found that one of the most populated destinations was Kawaii Ku, and I feel like that's because it is so unique. New Tree could have fun and create an entire world out of chocolate, and yet create different ways people can also interact with their brand. Chocolate has a natural appeal to people, so I feel like there are many approaches New Tree could take to attract consumers. As Uhrmacher says, there is no right or wrong way.