Some have DNA that sticks with the approach

A life-size laboratory where all products can be tested... and even purchased or consumed. Marks in dreamed, Second Life the offers on a plateau. This game online, sort of virtual social simulation, défraye Chronicle for several months ("Les Echos" on 3 May and October 9). More than 1 million Internet users are there are invented a parallel existence by creating their character in 3D, an "avatar" is thus providing the possibility of "living a second life" in a virtual universe.

Beyond this unprecedented phenomenon of society, the model of Second Life interest growing economic actors. Because this game largely created by the players themselves has implemented a parallel economy based on transactions of virtual goods between members, sometimes even paid real money. A motto is a same course: linden dollar the name of the company Linden Lab, maker of the game. The amount outstanding in the game is estimated at 914.786.451 linden dollars, or more, the equivalent of EUR 2.6 million according to the analysis website SLObserver. More than the total transactions, ultimately quite low, it is the volume impresses: last September, he scored 3 million exchanges between 2 and 19 linden dollars and 250,000 between 1.000 and 5.000 linden dollars (2.89 to 14,45 EUR).

What generate the desire among many brands to take in the game. Reuters just install a correspondent called Adam Reuters to follow the news on Second Life, including the course of the linden dollar. Starwood Hotels is has a hotel in its new concept "Aloft", with the first model will really come in 2008. The CNET Networks television channel has reproduced its headquarters. Adidas and Reebok are selling their sporting goods. Toyota is circulated its Scion, Budweiser its stewardesses. American Apparel sells his t-shirts and its "avatars-consumers" offers a 15 reduction in real stores. Groups such as U2 give concerts and companies to give an appointment for their meetings. Sun Microsystems has organized a press conference. Leo Burnett advertising agency now intends to conduct its meetings of creatives in Second Life.

"A great laboratory".

Among the last arrived, and first French: Institute for studies in marketing benchmarks. Starting from the principle that "the avatar is one consumer as another", or even truer than nature since it "would express his imagination", the Institute opened an Office of Eve in Second Life to observe behaviour and opinions avatars. A panel will be therefore sought to respond to the issues of brands wishing to establish or develop their offer. "This is a great laboratory for experimentation." "The brands can test for a modest amount of new concepts or products," enthuses François Abiven, CEO of benchmarks. As the individual releases to this all constraints, it gives free course to his ideal self." "The idea was not to be interested in one or one that is behind the avatar but to the expression of this extension of the person", says Emilie Labidoire, head of project benchmarks-Second Life.

The company spends 10 euros per month to occupy 500 m2 of offices and 190 dollars monthly maintenance costs. As avatars, they are paid 100 linden dollars whenever they participate in a survey. "With Second Life, the virtual is no longer a game." It becomes a reality in itself, with which you will have to now count. "Not only he cohabits with what it will need to call the"first life"but it goes up to integrate it: Exchange, were informed, is formed, it creates, consumes and are buying such a society full", said François Abiven.

For evidence: with the arrival of major brands, it is now possible to purchase his surname or the name of his company from the list of proposed names. Acquisition cost: around $ 150 (for real this time, not the linden $) for an individual, and ten times more for a company. A close approach of domain on the beginnings of the Net.

A time-consuming universe

With this convergence between real and virtual, should brands to appropriate this new territory of communication for there decline their offer Consultants and directors of the canvas are shared on this subject. For Philippe Delière, President and CEO of the interactive marketing company Wunderman France, this game allows a social network to create a new interface. "But as this universe is very time-consuming must be a minimum of four hours to enter Second Life, ed., the question is how long will keep the interest of Internet users.". "Where World of Warcraft is truly a game, Second Life has much more to the virtual drive", considers this consultant.

If he says be wary of the non-scripted universe in which the user is delivered to him, Philippe Delière disdains not presents the interest for the brand to be. With unique objective to make the image, and "give a new look precursor to a former mechanics". A strategy already experienced by McDonald's in the simulation Sim's game which proposed to the player to consume as you would in real life. "It Advisor to reach the target young people and those open to innovation", recommends his side Patrick Amiel, consultant with MRM Partner. And the time take the opportunity to evolve its products or services through the input of the community. "This is what Wengo, the competitor of the telephone operator by Internet Skype, whose supply is constantly on the Net with enthusiasts," he said. In short, the idea is to capture the strong motivation of some users to develop its sympathy capital. Tomorrow, a further step could be crossed by giving the mark an active role in the strategy of the players, role that it promises in real life. Example: a beverage is touting its energy value to provide additional power to consumer avatar.

Movements antipub

However, this world virtual, even schizophrenic, must be taken with a tweezers. "Some have DNA that sticks with the approach." Others would not place, warns Patrick Amiel. Must be a brand that accepts the dialog to switch from a vertical relationship in a horizontal relationship.

As in real life, antipub movements began to develop on Second Life. The virtual store of the American Apparel t-shirts was attacked in August by "Second Life Liberation Army", the protagonists that the game is more than "a business" and "more than a business." Other "attackers" are taking to billboards to cover white or graffiti and thus hide the slogans or marks.

"One must be careful because users are looking for in these worlds a freedom that they are not in real life." "The very name of Second Life carries the concept of a second chance", warned Christine Santarelli, CEO of the interactive agency Duke. Concerned about the enthusiasm generated by this game, it expressed a preference for interactive relationships between brands and consumers real rather than "play with dolls with adults eager to escape their frustrations."