BMW and Mercedes are included in the Automobile case study.
BMW vs. Mercedes. A strategic assessment. Brands entering Second Life do so for different reasons. Some do it just for the PR (not an ideal strategy). Some do it because in many cases they have to be there (global tech sector companies) and others do it because it’s a strategic fit in terms of the target markets they position themselves towards.
Automobile brands (as this timelime shows) have been very quick to go virtual – for good reason – the audience profile of residents in SL closely matches their real world footprint. Both BMW and Mercedes recognised the value in attempting to leverage their brands in SL. This article uses the 7 Point plan for marketing in Second Life to compare how well these two companies strategically placed themselves into the virtual world.
At face value, examining the traffic these two brands have recently received to their islands, its extremely clear which company has been most successful.
BMW traffic: 319 visitors
Mercedes traffic: 4,348 visitors
Mercedes has generated over twelve times the traffic. So why is that? The Seven Point plan can explain this. Marks out of five are given to each company based on how well they meet each criteria.
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