The first thing to stand out is that 72% of respondents expressed themselves as being disappointed with the activities of the companies in Second Life. Over a third of them were unaware of the branded presence and 42% said they thought it constituted nothing more than a short-term trend, lacking durable commitment from the companies. Just 7% consider that it has a positive influence on brand image and their future buying behaviour.
The most positively judged were brands from industries such as hotels [Loft?] and retail [American Apparel?].
The aim has to be to build communities around Second Life sites and look to serve them over the long term. One-off promotional initiatives are punished over the long term with a lack of attention by Second Life users and can provoke a negative consumer backlash effect on the brands in real life."
Earlier:
How to Advertise in Second Life, Part 2
How to Advertise in Second Life
Original post: http://adverlab.blogspot.com/2007/03/study-second-lifers-unhappy-with-brands.html
Leave a comment