Real Life Brands in Second Life (Q1 2007)

Mar 2007

This report provides a snapshot of Second Life (SL) residents’ attitudes toward real life (RL) brands in SL as of the first quarter of 2007. It is based on information collected through focus groups, a survey, and observational data collected within SL about the SL activities of the top (as measured by the survey) RL brands. It covers general attitudes toward RL brands in SL, how SL residents perceive the SL presence of RL brands that already have one, how encountering brands in SL has influenced RL brand perceptions, how SL residents would react to various marketing tactics RL brands could use in SL, and how those reactions vary depending on pre-existing brand attitudes.

Academic pricing is available for this report. For details please contact us.

Second Life price: L$2500 (Research Panel members: L$1500)

Real life price: US$25

Table of Contents

  • Executive Summary
  • General Attitudes Toward RL Brands in SL
    • Overall Attitudes
    • Expected Effects and Consequences of RL Brands in SL
  • Exposure to RL Brands Currently in SL
  • Marketing Tactics
  • Marketing Implications
    • Link RL and SL
    • Give Residents Things to Do
    • Provide a Quality Experience
    • Make a Contribution
    • Tread Lightly
    • Try to Work with Small Content Creators
    • Increase Awareness
  • Appendix A: Methodology
  • Statistical End-Notes

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