Digitas' Greg Verdino on Brands in Second Life

Anne Handley of MarketingProfs.com interviewed Greg Verdino on brands moving into Second Life.

From the interview:

"Q: What are some other metaverse marketing approaches that you would expect to see become more prevalent?

A: Real quick—brand-sponsored avatars that actually participate in the communities, interact with residents and dole out benefits (cash rewards, access to exclusive experiences, discounts, other incentives, and so on); brand sponsorships of existing in-world experiences similar to in-game marketing integrations; the broadcast of traditional ad-supported TV- or radio-style programming into private and public metaverse spaces; the use of "short term" metaverse environments by media companies and marketers that tie in with specific time-sensitive programs.

And finally, I also think that it will be vital for brands to find residents and communities inside the various metaverses that are already engaging in their own grassroots activities that may be brand-appropriate, and then find ways to support those grassroots efforts rather than simply building out their own thing.

In other words, just like in any form of social media, companies should join their customers' communities, as opposed to trying to do it the other way around."