Great example of metaverse marketing
Those of you who have kept up with my pessimism surrounding Second Life may be surprised to hear what I have to say today. Reading MIT’s Convergence Culture Consortium blog (much more interesting than it sounds), I came across an example of metaverse marketing that really makes sense.
Ninja Tune, a UK indie record label has set up a virtual music video channel in Second Life. The channel features multiple hours worth of content from UK artists, and Second Lifers can watch the channel free, and buy track through the Ninja Digital shop.
This is a great example of where metaverse marketing can go. Ninja is promoting themselves to a captive audience by providing them with something they want and can use. They are using a social media channel to promote their product by making that channel better, not by slapping ads on it.
I don’t think that Second Life yet has the active user base to make Ninja’s sales jump off the chart, but I do expect that success in this case will go beyond a few headlines for being “first!” in the space. This should be used as a model for brands wanting to enter Second Life.
The old boy scout motto holds true in the social media space, too: always leave a place in better shape than you found it.
