Marketers failing inside Second Life

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Hamburg-based research firm Komjuniti has published the first extensive survey of Resident attitudes toward marketing in Second Life. MTV, Coke, Dell, American Apparel – they are all at it.

The results [PDF] are that 72% of 200 respondents said they were disappointed with real world company activities in Second Life; just over 40% considered these efforts a one-off not likely to last. Only 7% of respondents in the Komjuniti study say that SL-based promotion would have a positive impact on their future buying behavior.

It gets worse.

As GigaOm reports:

To play in Second Life, corporations must first come to a humbling realization: in the context of the fantastic, their brands as they exist in the real world are boring, banal, and unimaginative. Car companies are trying to compete with college kids who turn a virtualautomotive showroom into a 24/7 hiphop dance party, and create lovingly designed muscle cars that fly, and auction off for $2000 in real dollars at charity auctions.

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