[5] Experience Branding keyword in Second Life

The German brandcommunity bureau Komjuniti has done research in Second Life. They asked 200 users (avatars) their opinions about active companies and brands in the virtual world.

In general the questioned people are not satisfied; 72 percent of the questioned are disappointed about the activities of the companies in Second Life.
Only 7 percent thinks the appearance of companies in Second Life has a positive effect on the image of the company.

Nils Andres, director of Komjuniti: 'Because of the mediahype, SL-players have very high expectations about the technology and the companies, but they don't meet these expectations.'

For example the empty office of ABN Amro in Second Life; Andres says that because of this empty space, the players presume that the other avatars don't like what ABN has to offer and therefore don't pay any attention to the office as well.

'The real success depends on how much the companies really are involved in the game and the players and well thought-through contentmanagement to create structural interest from the avatars. It is only then that you create a brand experience.'

More about this research you can find here.