Second Life: The Future of E-Marketing

In our marketing class on New Media, I haven't focused on avatars because I initially thought they were a crude way for teenagers, computer nerds and science fiction fans to communicate through electronic alter-egos. The Second-Life site claims that their virtual world is inhabited by millions of users across the globe, which is justification to explore this virtual world for possible marketing communications campaigns. After all, virtual reality is a perfect launching ground for new media strategies.

Instead of having a profile page like the ones found on Facebook and Myspace, Second Life allows users to create and develop virtual characters called avatars. Avatars can wander around the virtual world, exploring different landscapes and interacting with other avatars.




Some avatars develop the ability to purchase virtual land and develop stores in which goods and services are exchanged. This should be a strong signal for marketers because avatars that spend money on virtual products and services might also be interested in acquiring the same products in the real world.

Coke already participates in a form of avatar-based marketing called Virtual Thirst.



Not only does this strategy reveal a new media tactic by one of the most recognizable brands in the world, but it also demonstrates what companies are willing to do to reach and influence their target audience. Other brands like MTV are jumping into the virtual world by creating "playgrounds" for users to interact with. All of these environments cross-promote various television shows that air on MTV Networks.

One of the samples I found was themed around MTV's popular show "The Hills", which follows the lives of four women and their struggles with men, job responsibilities and friendship. Users can create an avatar and interact with others on the site. This is especially important for individuals that are fans of the show because they can discuss topics that are only relevant to The Hills. I see a lot of potential in avatars because they help companies sustain the necessary brand awareness that is needed to develop long-term loyalty.