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Virtual marketing failures: Apathy or hubris?

Tateru Nino — Mon, 27 Oct 2008 12:00:00 EST

Filed under: Business models, Opinion, Second Life, Virtual worlds

Marketing in virtual worlds, particularly the collaborative virtual environments like Second Life, have been widely considered to have been failures among marketers -- particularly among those marketers who actually attempted it.

Meanwhile, on the education side of things, Ignatius Onomatopoeia has done exactly those things that seem to have escaped almost every Second Life marketing strategy we've seen. Faced with a lack of direction and engagement in his students in the virtual environment, he tested, trialled, adapted and used what actually worked.

Right now, you're probably thinking "Well, thanks a lot, Captain Obvious," and you'd be right. Because it is really, really obvious. It is also something that not many of these marketers actually tried. In fact, they all had a few things in common in their virtual marketing efforts.

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Virtual marketing failures: Apathy or hubris? originally appeared on Massively on Mon, 27 Oct 2008 12:00:00 EST. Please see our terms for use of feeds.

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Cinemassively: Rivers Run Red wins Webby Award for Coca-Cola machinima

Moo Money — Tue, 06 May 2008 12:30:00 EST

Filed under: Real life, Video, Second Life, Free-to-play, Cinemassively, Machinima, Virtual worlds

In August 2007, Rivers Run Red released a gorgeous machinima of an event held in Second Life. Coca-Cola premiered "Happiness Factory -- The Movie", and a virtual Avril Lavigne attended. We must say that she's never looked better than in this video!

Now RRR is possibly making machinima history by winning a 2008 Webby Award for Branded Content for their coverage of the Coca-Cola event. With this medium growing in popularity by leaps and bounds, we hope that more mainstream awards are won. Machinimators work too hard to not get recognition for their efforts!

[Thanks, Justin!]

If you have machinima or movie suggestions from any MMO, please send them to machinima AT massively DOT com, along with any information you might have about them.

Cinemassively: Rivers Run Red wins Webby Award for Coca-Cola machinima originally appeared on Massively on Tue, 06 May 2008 12:30:00 EST. Please see our terms for use of feeds.

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Making your mark

Tateru Nino — Wed, 02 Apr 2008 11:30:00 EST

Filed under: Culture, Opinion, Second Life, Legal, Virtual worlds

There are two basic pieces to Linden Lab's virtual world. There's Second Life Grid, which recently got a name of its very own, which is essentially the platform, technology and company behind it.

Then there's the other bit. The part where Linden Lab so often says the real value is. Second Life, says the Lab, is the community, the content. All those people. That's the real value, it says.

So, if so many users (the exact number isn't important here) are what is described by the marks SL and Second Life (as distinct from Second Life Grid, which describes the underlying platform) -- if that endless creation of and remixing of content and communities is called Second Life -- why don't the people who Second Life actually are get equal time with what is, essentially, their own collective name?

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Making your mark originally appeared on Massively on Wed, 02 Apr 2008 11:30:00 EST. Please see our terms for use of feeds.

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