Companies Getting a Second Life

BusinessWeek on October 30, 2006

With residents of Second Life spending more than $7 million a month on products and services in the virtual world, companies like Toyota, Adidas and Microsoft are eager to cash in. Second Life's population is growing at a rate of 35 percent a month. Many of its residents represent demographic segments that advertisers are eager to reach, to sell them products and services, build a brand presence and garner feedback. According to advertising agencies specializing in Second Life campaigns, companies can create a campaign for as little as $10,000. Some caveats: Because the concept is so new, there are no statistics on the effectiveness — or lack thereof — of campaigns. Also, Second Life is an increasingly popular target of hackers, and many of its residents view big companies with suspicion.