Better Ways to Spend Marketing Bucks than Second Life

In: digital lifestyle

4 Aug 2007

Wired and Clickz recently exposed what should have been obvious from the get-go: sponsoring corporate “land” in Second Life is a plain-and-simple waste of money. If you’re a marketer and you’re trying to act less like a sheep and do something that actually works, consider these two ideas:
– Sponsor busy sites such as Curse Gaming whenever World of Warcraft has a patch day or there’s a speculation burst about the next expansion (“you mean I need to grind to level 80 then do a long quest just for the pleasure or grinding through another 20 levels with a reroll? Awesome (Not)”). Anyway, this stuff is popular and if you sponsored the sites to keep them up-and-running through burst traffic, you’d get a lot of goodwill from players. Bonus points if you cram a WoW reference in your ad copy, e.g. “Warlocks are not imba, they just drink Coke Zero.” (You can see it’s a modern ad because it’s making an obviously false claim with a wink to the audience. Warlocks are over-powered.)
– Work with the Google Earth community to geotag the world. This stuff is seriously useful for travelers and people who relocate. Are you a nature buff going to Latin America? You’ll find a layer to add to the map of Chile to see where rare tree species can be seen. Kitesurf is your thing? There’s a layer for spots worldwide. On top of the obvious stuff such as mapping retail stores, you can help provide lasting values to plenty of different demographics/phychographics/however you like to slice and dice people. Come on, activity meets location, that’s a lot of customer segmentation right there.
But can you trust most marketers to show enough self-restraint and manners not to spoil these environments? That would go against historical trends for sure.

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I'm CEO of an online/mobile trade publishing firm in the marketing and defense verticals. We strive to make news and data digestible and useful in an environment that is noisier by the day.

This personal blog mixes my thoughts and interests on politics, business, publishing, software, and more. Over the years I have posted items that turned out spectacularly wrong, and a few posts that better stood the test of time.



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