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München goes Second Life


Heute beginnt die Agentur in-world momentum mit einem ersten virtuellen Spatenstich den Bau von „München SL“. Im Rahmen des Projektes sollen zunächst die Innenstadt- und Altstadtbereiche nachgebaut und Platz für ein breites Kultur- und Freizeitangebot bieten. Finanziert werden soll das Projekt aus Mieteinnahmen virtueller Ladenlokale, Büros, Wohnungen und In-game Advertising.


Betreten kann man dann solche Orte wie den Viktualienmarkt oder die Frauenkirche bereits ab Ende Juni. Bis dahin könnt ihr Euch über den Fortgang der Bauarbeiten hier informieren.

Gute Reise!

So richtig klappt es nicht mit der Markenbekanntheit in Second Life. Das sagt zumindest die aktuelle Studie von CB News/Reperes. Sie bescheinigt den im SL aktiven Marken rundheraus Versagen eine so genannte ungestützte Erinnerung bei den Usern hervorzurufen. Auch wenn 66% der Befragten an einen positiven Einfluss durch Marken im SL glauben, können nur die wenigsten der 1085 Befragten aus dem Stehgreif Marken nennen, die ihnen aus dem zweiten Leben bekannt sind (spontaneous awareness). Erst wenn man Ihnen eine Liste mit Marken vorlegt, dämmert es wieder ein wenig (prompted awareness).
Das liegt sicherlich auch an der meist langweiligen Umsetzung der Second Life Unternehmenspräsenzen. Der bisher meist verbreitete Ansatz, ein Firmendomizil zu errichten und dieses mit Links zu den Unternehmenswebseiten und -shops zu versehen, ist für die User nicht interessant und schafft keinen echten Mehrwert. Solange dieser fehlt, muss man sich nicht wundern, wenn die User lieber am SL-Strand oder in der realen Fußgängerzone zu finden sind.
Die komplette Studie über Markenbekanntheit im Second Life findet Ihr hier.

Nachtrag: Ein interessantes Statement zu dem Thema findet ihr auch bei Patrick, der auf die Titelstory in der aktuellen W&V verweist.