I tried Second Life last weekend, and was so perplexed I decided to spoof it in this video called “Drunk Naked Flying in Second Life.” The video viralinated (became a top video in the “Gadget and Games” section), and I started receiving dozens of friend invites from people (I’m named “Nalts Writer” on Second Life but don’t plan to check it often). Two of the progressive marketers I know (who lead interactive at big consumer brands) are experimenting with Second Life and sharing learnings.
Here’s an interesting perspective from Besty in “Notes from the Digital Frontier.” She reminds us that Second Life users are creators — whether they’re bored with their first life or looking to try new technology to connect with a community.
This has important implications in how you market to them. Many YouTube users are also creators, and we don’t like to be marketed “at.” We trust other creators. Which means if you’re a brand looking to plunge into online community, you’d better behave like a creator or affiliate yourselves with them.