In “First in Second Life“, Crain’s Detroit Business reports that the Leo Burnett Detroit ad-agency is among the first to launch an ad-campaign within the virtual world of Second Life. In Second Life — a game with 1.7 million users (and growing) — players create characters (who may or may not be very much like their real personas) and inhabit a 3-D representation of a 20,000-acre (and growing) world of fields, homes, plazas, shopping malls, beaches, red-light districts, etc. Here they interact socially, create objects, develop relationships and engage in commerce.

Several Michigan companies — including Leo Burnett Detroit, Enlighten Inc., Fry Inc., Campbell-Ewald, and ePrize L.L.C. — have been examining the possibilities of advertising within the game for a variety of clients, but Leo Burnett Detroit is the first to get their feet wet. The Leo Burnett Detroit campaign, which is for Pontiac’s Solstice, involves creating a 96-acre island within the Second Life game where players can build their own homes and businesses for free, as well as interact with virtual versions of the Solstice.

The Metro Detroit area has long been one of the largest advertising markets in the US, so it is little surprise that cutting-edge innovation in the field is happening here.

The Crain’s article is a solid overview of how the ad industry currently views in-game advertising, and is well worth a read.
Dave-o is a frequent contributor to the Hugs video-cast. He unabashedly supports Poor Mojo’s Newswire, a blog of merit since 1905 — now available electronically!

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