Second Life is a service offered by Linden Lab and appears to be the playground for innovative marketing and educational solutions. The real-time interactivity is remarkable, although, the learning curve appears a bit steep for the time-deprived. However, once mastered, is potentially a tremendous adjunct to existing online marketing efforts. An article about Toyota Motor Corporation’s product launch on Second Life sucked me right into their virtual vortex.
Trends
Launching anything in the virtual universe is definitely akin to having a second life. At the very least it’s a full-time job. Actually, much more than that as you well know if you have more than a passing acquaintance in this realm. That is entirely the reason why owners of home-based enterprises are admonished to outsource.
There aren’t enough hours in the day for just a couple of people on staff to stay relevant anymore – even with the aid of technology. In fact, it’s the management of the emerging technology as it relates to a small business venture that requires such intensive employment of human resources.
Even when corporations have sufficient staffing and fiscal fluidity, external forces – such as a global economic meltdown – can derail a superb strategy. In early March of this year, as well, Toyota was reported to be seeking a bailout of $2 billion from the Japanese government. Despite current challenges, their remarkable efforts are noteworthy.
Relevant Product Launches
During 2006 the Toyota Corporation quietly entered Whyville.net – from the site‘s main page:
“Whyville is a virtual world where boys and girls from all over the real world come to chat, play, learn, and have fun together. You design your face, earn clams by playing games, hang out at the beach, and go to town events at the Greek Theater. You can start your own business, buy a car and give your friends a ride, or write for the town newspaper.”
They launched a successful “early branding” promotion of its Scion brand. The ability of children to influence the decision of their parents doesn’t come as news to anyone. Further, it is a sound marketing decision directed at future car owners.
Toyota’s Second Life Launch
A Reuters’ report in February 2007 described Toyota’s innovative simultaneous online & offline launch of two models of its Scion vehicles. Media events were held concurrently in Scion City at SecondLife.com and at the Chicago Auto Show in November 2006.
Toyota’s marketing leadership was said to be seeking a connection with their primary audience of trendsetters, the elite breed who have a proven track record of generating buzz for product and brand promotions.
Since that time, they have continued with their successful plan to connect with the net generation via There.com and Gaia Online. Their June 2007 launch on Gaia resulted in a phenomenal 600,000 virtual Scions being sold within six months.
Toyota’s Open Road blog editor Jon F. Thompson wrote:
“Scion works directly with each world, since each has a different audience, look and focus, to provide a unique experience from which visitors can benefit. For example, users can learn how a car works in Whyville, take Scion vehicle customization classes in Second Life or hang out in a club setting with other avatars in a larger-than-life xBs, xDs and tCs in There.com.”
Launch Your Passion in a Parallel Virtual Universe
Virtual endeavors can be sufficiently labor intensive to feel like a second life. There are some crucial elements required to attain success online. For example, learning, focus, goal setting & taking consistent action immediately come to mind. What about sustainability? The next installment will address “Tips”, and a guest chef whom I have only met virtually will share his insight about launching and sustaining an online enterprise.
