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24 Apr

Daily Telegraph covers SL automobiles

Virtual Research

Daily Telegraph covers SL automobiles: The Saturday Telegraph, Apr 21, ran a story about automobile brands in Second Life (thanks to Steve Bax for pointing this one out).

The article is your typical ‘first time a journalist has explored SL’ piece but nevertheless, does a reasonable job describing the several existing venues opened up by car brands in SL.

For a complete assessment of the strategies deployed by automobile brands in SL, click here to request the case study.

More information:

Automobile brands wishing to learn more about the opportunities for virtual world business should contact Nic Mitham directly, here.

23 Apr

Money talks and kudos teleports

Money talks and kudos teleports. This is the second extract from the Reperes market research study recently completed. The first extract, the perception of brands in Second Life is here.

Marketers are realising the benefits of involving the resident population inside Second Life as a valuable resource of creativity. Part of the Reperes study asked the 1,085 sample base about content co-creation and the incentivisation of taking part in such an initiative.

The first question was ‘Have you taken part in a co-creation project?’. The chart below shows the answers:

A third of the respondants have no interest in taking part in any kind of idea submitting or design creation initiatives. Encouragingly for brands, the remaining two thirds are receptive, with 4% already having done so.

Continue reading →

17 Apr

The perception of the brands in Second Life

Virtual Research

The perception of the brands in Second Life: Reperes market research part one.

Paris-based market research agency Reperes have just sent me their study on the perception of the presence of brands in Second Life. This is the latest of several market research studies on Second Life.

The report looked at the perception of the brands already in SL, offers advice for establishing a RL brand and gives an evaluation of the marketing initiatves deployed by brands to date.

Contributing to the research were 1,085 avatars interviewed between 13 – 18 March 2007.

Over the next few posts I’ll break out the main findings from this report and I wanted to start with some analysis I found in part surprising – the brand recall (prompted and spontaneous) of the companies in Second Life.

Coming out on top is Adidas with 69% awareness from the study. No surprises here as the virtual Adidas store is an obvious interpretation of a first step into SL and is frequently referenced in the media.

BMW bests Mercedes Benz which I feel is slightly surprising and also of interest because the Mercedes island is a much better consumer venue than BMW.

The Starwood Hotels Aloft concept scores weakly. I think this is due to the fact that this island was from ‘the early days’ (2006) and therefore the newer residents missed the coverage. Shame, because it’s a great place.

What surprised me the most was PA Consulting. They came bottom in this research which is odd because they push their venue hard with good events and initiatives such as their demo second island.

More insight into this market research to follow.

Related information:

Marketing in SL report

Case studies

13 Apr

Pending SL launches: Brand map updated

Pending SL launches: Brand map updated: The Second Life brand map has been updated and now includes pending launches, including:



Renault Formula One


One Manchester

Brand research in Second Life

Brand research in Second Life: Until market research conducted about Second Life residents is indexed and compared against decent RL samples, it has to be taken with a pinch of salt (due to the very high weighting towards Early Adopters). However, a recent survey conducted by paints a different picture to the Komjuniti assessment bounced around by those less accepting of SL as a valid brand platform.

SL residents reside heavily within Innovator and Early Adopter groups, meaning they are highly brand-sensitive. Basically, regardless of the platform or medium, these types of people are very hard to please. So, it’s interesting to see the high proportion of residents interviewed who have a favourable brand stance for those companies already in Second Life.

Here’s the graph:


The full report can be purchased .

Related posts:

Luxury brands in Second Life case study

Technology companies in Second Life case study

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