At the recent Radio 1 concert in virtual world Second Life, the BBC handed out virtual headphones and boom-boxes to the virtual audience. How could a brand learn from this?

Characters in virtual worlds like Second Life go about collecting objects such as clothes, vehicles, homes – even headphones. Collecting these items normally means paying for the item with the in-world currency.

Why doesn't a brand try to understand what their target market needs in Second Life and produce a limited edition to hand out for free? There are lots of “object designers” who can make the items for you.

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