Tech Corner Post: Second Life

Second Life as a PR Tool

Jessica Stevens-Carr

Linden Lab launched Second Life in 2003 as a place for people to interact in an online virtual 3D world. In this virtual environment users create an identity known as an avatar. The avatar is controlled by the user and can interact with other avatars. Second Life gives users options to create businesses, buy real estate, attend classes, or to simply explore and discover new environments. Users have the freedom to do and create something they have always wanted to.

A unique feature of Second Life is the fact that one can create a business, brand, or product. A user can then use business tools to market his or her creation to the online world. Just like in the real world, the user can ask real-life bloggers to help advertise a Second Life business or brand. In return, the user gets free advertising and promotion. Users can also use PR Tools such as writing press releases and creating events for their virtual business.

Text 100, a PR agency, is considered the first agency to launch a world in Second Life. The agency made a video showing how the PR world can make use of the virtual world. Here some ways the agency finds Second Life to be a good PR tool for companies:

·         To get immediate feedback on a new product

·         To hold a virtual business meeting

·         To allow users (“customers”) to interact with their brand in a virtual shop

It takes away time restraints while allowing people to come together and interact with a company from all over. In return, it creates buzz about a company’s brand and/or new product.

Many companies have taken advantage of Second Life as a PR tool to create events, and they have ended up with a better turn out in the virtual world than they would if it were a real world event. For example, eHarlequin Inc. hosted a book promotion by creating a replica of the Victorian Castle from the book in Second Life. The book promotion had 100 people turn out from across North American compared to a real life event that may have only attracted 30 people.

Another example is when Pontiac created an imaginary car dealership in the virtual world to sell made-up cars to Second Life users. The car company also created a place called Motorati Island where users could create accessories, customization, and services for cars.

While many companies have taken advantage of Second Life as PR tool, it has also been examined as “dead” to the PR world. In fact, a study showed that the virtual world received low rating for usefulness. It was once a popular use for businesses but is now being seen as a past PR tool. The use of Second Life is slowly dying while other forms of social media are taking its place.