First of all let me apologize for the crappy title! I was maybe hoping for a few more clicks?!
We are living in a world full of paradoxes: when Sao Paulo frees itself from advertising, it seems that 66% of Second Life’s avatars perceive positively the presence of brands in the universe.
Ok, couple of explanations; Cb News (French equivalent of Campaign magazine) together with Reperes have conducted a study among 1085 SL residents on their perception of Real Life brands in this universe.
Have a look at the stats below to discover that actually people are not against brand in SL.
The main reason why people think brand are ‘enriching’ SL are: more realism, enable you to make connection between ‘real life’ and Second Life…
Until this article I though that SL and the digital world in general was more advertising savvy and a bit more cynical as well! This study hasn’t made me change my point of view obviously… I don’t think we were paying to much attention to activism like the SL Liberation Army. The aim of the study is to show relationship between brand and avatars and not what people are actually doing in SL and trying to analyze deeply their behaviour.
So what I want to keep from this research is that people are neither angry nor cynical towards brands they only are towards brands that don’t get it and try too hard… Like Saher said a while ago “Second Life is a metaphor for fantasy” and therefore brands have to start being more imaginative…
by organic frog
