Second Life Forest: Electric Sheep Responds


Giff Constable from leading SL 'agency' dropped us a line with his thoughts about what we said about Second Life in our article, Brands Led Blindly Into Second Life Forest.

Piers Fawkes, PSFK
  • 29 august 2006

Giff Constable from leading SL ‘agency’ dropped us a line with his thoughts about what we said about Second Life in our article, Brands Led Blindly Into Second Life Forest.

On the Internet analogy, you wouldn’t recommend that brands not have their own website would you? Reaching out through portal sites can be
useful, although there was an awful lot of wasted money during the
early/mid internet years trying to buy eyeballs on portal sites.
However, I still think that most brands should have their own website,
even if it is only a component of the marketing strategy. What you
are seeing in SL are just the beginnings of people experimenting and
trying to learn what works and does not work on this new platform.
Naturally it is hard to be a leader without making a few mistakes and
attracting a few arrows.

Analogies to web portals do not make sense right now because of the limitations on population density in SL. Large groups cannot form in
one place in SL — it is simply not possible under the current
technology. People gather for certain shopping destinations, certain
events, or certain clubs but then disperse in small groups. Bringing
a brand into the mainland exposes its experience to certain problems –
for one, you cannot control the quality of the work around you; more
importantly, you cannot ensure that you can provide a reasonable frame
rate/lag performance to your visitors. You cannot control what is
around you, and frankly a lot of brands don’t want to be next to a XXX
club or a casino. Even if you buy a plot today on the mainland that
seems relatively safe, that could change at any moment. The current
zoning tools are too new to see the effect they will have.

I think it is a reasonable strategy to start by having people opt-in to your experience and marketing by coming to your island. Yes you
have to do things to bring them there, but people in SL are looking
for quality things to do. There is a dearth right now. Once they come
to you, they can then take your brand out into the mainland with them.

On the separate topic of replicating reality versus virtuality in
design, I think there is a time and place for both and you have to
choose carefully how you want to inspire and immerse people. For some
thoughts on this see:

Technorati Tags: , ,


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Europe Today

This Company Believes Insects Can Provide Biofuel To Power Our Future

A Polish group is testing out a new factory concept that can provide a source of renewable energy, and even serve space missions

Technology Today

Music Venue Caters To Virtual Reality Events

Boiler Room has launched the first VR hub for content creators to capture special footage for the masses


Get PSFK's Related Report: Future of Automotive

See All
Design & Architecture Today

Transformable Table Maximizes Utility In Small Spaces

The piece of furniture from Boulon Blanc is a functional and well-designed addition for an apartment of any size

Technology Today

Contraband Recorder Helps Those In Need Capture Captive Conversations

Designer Marianna Mezhibovkaya created the device to help prison inmates capture crucial evidence of abuse

Advertising Today

A Compelling Brand Purpose Is Never Born In The Boardroom

Strategist and Designer Anna-Rae Morris shares why she believes all brands exist for a reason, and how Snapchat has upended our behavior

Fitness & Sport Today

Editorial Roundtable: The Xs And Os Of Performance-Enhanced Sports

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats explain that we're only at the iceberg's tip of performance enhancement


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Today

Creative Leadership Expert: Experiencing A Seismic Shift From Brand Loyalty To Interface Loyalty

Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention

PSFK Labs Yesterday

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Retail Today

Kodak’s Smartphone Is Inspired By A Retro Camera

Ektra is an Android phone with a powerful lens aimed at photographers

Technology Today

Microsoft’s New E-Paper Sticky Note Runs On Ambient Light

Researchers have developed the first e-ink display powered entirely by office bulbs

Sustainability Today

Modern Home Created Entirely Out Of Modular Shipping Crates

A project in Ecuador used the ubiquitous material to design a spacious and industrial-chic house

Retail Today

Retail Concept Offers Food Hall Inspired Space For Online Brands

The store will offer a lower cost way for internet entrepreneurs to try physical retailing

Advertising Today

Disney Retells Beauty And The Beast On Snapchat

In a partnership with LACMA, the entertainment platform drew from over 130,000 works in the museum's collection

Automotive Today

Honda Has 3D Printed A Fully Electric Minivan

The car manufacturer partnered with product developer Kabuku to create the small versatile vehicles

Innovation Yesterday

After The Initial Success Of AR Gaming, What Does The Future Hold?

With Pokemon GO earning up to $10m a day, R&D departments are busy searching for the next phase

Arts & Culture Yesterday

The Next Great Art Movement Will Come At The Swipe Of A Finger

An improved app, optimized digital display and monthly art discovery service round out Electric Objects' renewed commitment to democratizing the art world

No search results found.