Virtual Worlds & Second LifeMKTG 6226
Prepared By: Alison Hoy @AHoy09
Virtual Worlds
• Based on postmodernist concept of hyperrealities“The idea that reality is constructed, and
therefore it is possible to construct things that are more real than real” – Venkatesh et al.
• Existing virtual worlds include:
Second Life
• Founded by Linden Labs in 2003
• Over 20 million registered residents, 800,000 actively used
• Users can construct alternative identities & environments
• $1 USD = Approx L$265
Virtual Worlds vs. Other Social Media
1. Interact with users in real-time2. Create fully customized virtual self-presentations
in avatars3. Worlds are 3-D versus 2-D
Corporate Opportunities
• Advertising & communications
• Selling virtual products• Market research• Human resources• Internal process
management
5Cs of Success in Virtual Worlds
• Catch traffic• Compensate presence• Consider Innovativeness• Creating a learning environment• Care about avatars
Second Life Campaigns
Failure:
Second Life Campaigns
Success:
Questions?