1. Introduction

   A dynamic development of technologies, constantly falling equipment costs and easier access to the Internet (and what follows – development of interactive communities and entertainment) have caused many companies began to put stress on so called new media in their campaigns. The consumers reach for new solutions even more willingly now so the companies offer their clients pioneering and innovational marketing solutions and at the same time win an image of those innovative and geared towards the future.

   The in-game advertising, a phenomenon of advertising in computer and video games, began to develop already in the late seventies. Second Life became a variant of in-game advertising that is still growing in importance. The marketing abilities of Second Life and the advertising power are immense. In its environment one can carry out advertising campaigns, events, samplings and test, place billboards and large outdoor screens; one is also able to create objects like virtual offices, organize press conferences, new product premieres of movies, cars, books, CDs and many more. Advertising in games and especially in such extraordinary a game as SL is positively accepted by the users because it makes the virtual world even more like the real world.

   Second Life strengthens brand awareness and makes it easier to reach a precise target group – young people, open to new technologies.

   Second Life is the area for creation and interaction of users. In SL, one is able to duplicate life, make new acquaintances, have fun, earn money, build, buy and sell. In SL environment one can have conversations via a voice-chat option. The same level of sharing opinion about products and brands exists in SL as in the real world.

   Second Life is one of the tools of marketing 2.0. It is utilized in integrated communication as a platform that strengthens marketing message addressed at the active consumer. In SL the consumer has the ability to try out the new product and the producer – utilizing small outlays – has the ability to test the product about to be introduced on the market.

2. Second Life marketing opportunities

   • Building an image of a modern brand that uses multi channel communication with its consumers,
   • Building an integrated marketing communication also through PR activities,
   • Acquiring brand ambassadors, who have entered interaction with the brand in SL,
   • Ability to reach a broader group of potential consumers with the marketing message: roughly 50.000 polish users as well as foreigners around the world,
   • Ability to carry out events in SL that may have much bigger media carrying capacity than more expensive events in the real world (i.e. concerts, conferences, exhibitions, matches),
   • Ability to video record events organized in SL and publicizing them at community portals, in the media or advertising campaigns,
   • Ability to test products, services, creative concepts and conduct research in a specific target group,
   • Great possibilities of product placement in all areas of SL.

3. PLAY in Second Life

   

   Assumptions:

   Firefly Creation has introduced the mobile telephony operator PLAY into the world of Second Life. The first significant polish territory signed by a polish brand has been created in the Second World. Play has invited users to its multimedia music club that is characterized by modern architecture and is stylistically adapted to identify with Playmobile. Periodic thematic events have been organized; advertising creations, billboards, product offers and television advertisements have been presented.

   Play Mobile Club

   The next stage has been the creation of Play Island – the biggest polish centre in Second Life. The multimedia Play Island has been located in the region called ‘Whatever’ that was associated with operators’ advertisements. A Hawaiian-style music club has been created on the island, a tower block of 48 apartments, Play press office and most importantly Play multimedia centre with a conference room where journalists and users can meet on a weekly basis with Play employee avatars.

   • Film z PLAYMOBILE CLUB: http://pl.youtube.com/watch?v=MlK2CCTNXo0
   • Bezpośredni adres na Wyspę PLAY: http://slurl.com/secondlife/Whatever/88/56/29
   Play Island in Second Life

4. Project goals:

   • Creating and development the biggest polish centre in Second Life signed by Play brand,
   • Building a community clustered around the brand – sharing interests and hobbies.
   • Increase the way brand is being perceived as attractive, modern, engaged in new technologies and media and simultaneously very player friendly,
   • Increase interest in the brand within the target group whose overwhelming majority are fun, innovation, gadgets and multimedia lovers – this is the group Second Life users belong to,
   • Periodical organization of interactive events and contests connected with network’s activity.
   • Direct contact with the client – a trained team of moderators personated in the role of virtual consultants providing information about Play offer and promotions,
   • Strengthening the value of the brand as an innovative brand.

5. Eurofun 2012 Stadium

   

6. Assumptions:

   Eurofun 2012 Stadium is the largest sport arena in the world’s Internet game Second Life and the only place like this in polish Internet. The object has been created with great attention to reproduce the reality scaled 1:1, it has full base and infrastructure. It has become the arena for sports and music events, happenings, conferences and discussions. Eurofun Stadium is also a tool that will be used to promote Euro 2012 held by Poland and Ukraine. The main aim is strengthening of the advertising message around Euro 2012 in the spheres of those interested in new media and technologies.

7. Project goals:

   Eurofun 2012 Stadium
   • Realism, full functionality of the Stadium and its attractiveness to SL users,
   • Adding realism to SL objects: Stadium has become the platform where events on the edge of on-line and off-line are taking place, including matches, concerts, media shows, happenings, cultural events and conferences,
   • All actions undertaken at the Stadium are broadly publicized not only in the virtual world but also in the real world at Internet portals, on discussion forums, in the traditional media.
   • Utilizing the Stadium showed what multi-level, integrated communication means. The scope of the message was from the virtual environment via the Internet and other new media tools to press and television.

8. Product realization:

   Aga Zaryan on Eurofun Stadium

   Three big events organized by FireFly Creation have taken place at the Eurofun Stadium:

   • The concert of Aga Zaryan, a polish jazz musician whose avatar – along with her band mates’ avatars – performed on stage, specially built in the centre of the pitch. The stage was arranged in a jazz-club climate and TVP Kultura and FireFly Creations invited SL users came to see the concert. The concert has been rebroadcasted by TVP Kultura during a live debate devoted to Second Life,
   • A discussion about the progress of work and preparations to the real Euro 2012 connected with Eurofun Stadium inspection. FFC Invitations were accepted by: the polish football star and Member of Parliament – Roman Kosecki, Member of Parliament Andrzej Biernat, City Hall Euro 2012 Front Office Director – Andrzej Cudak and Chief of National Sports Centre – Michał Borowski. The meeting transformed into a press conference on the edge of on-line and off-line. The journalists had the opportunity to question the assembled guests both in the real world, in the agency’s offices as well as in the studio created on the Stadium pitch,
   • A friendly football match of SL professional league representatives: Second Life Polish Football League and the organizers: FFC representatives, the Stadium sponsor representatives – GE Money Bank, media patrons and the honorable guest avatar, an outstanding football player – Cezary Kucharski was organized. Embassy of Ukraine representatives and TVP Sport also participated in the event.

   Individual events were taken under the wing of: Brief, Przekrój, Trójka / Radio dla Ciebie / Polskie Radio Euro, Futbol, Polish Market, TVPKultura / ITV, Sport.pl.

   The event was held under the honorable patronage of the President of Warsaw Hanna Gronkiewicz-Waltz.

   Eurofun Stadium address - http://slurl.com/secondlife/EURO%202012/170/213/74
   Constantly updated Stadium’s blog - www.eurofun2012.com

9. FireFly Creation Office

   

   Assumptions:

   FFC virtual salon is an element of building the image of an agency that is integrated and interactive, that utilizes various tools in the area of new media. FFC Agency is the creator of SL advertising campaigns, virtual creation and virtual event specialist and it has to be easily available to the SL game users. Thus new communities are grouped around the virtual office and the place is devoted to people who seek innovative forms of interaction and are familiarized with new technologies.

   FFC's office in Second Life

10. Project goals:

    • Ability to regularly present the company’s offer,
    • Increasing FireFly Creation brand awareness and understanding,
    • Constant contact with clients who become the real ambassadors both of the initiatives undertaken by FFC as well as clients promoted by the Agency,
    • Within the virtual’s office hours: 10h - 14h any questions regarding FireFly Creation activities and offers are answered by FFC’s employee.

Direct link to the FFCreation office: http://slurl.com/secondlife/Elvarg/248/242/43

Brief Editorial Section

1. Assumptions:

   Creation of the virtual Brief Desk expresses the important publishing house values such as being innovative, professional and functional.

2. Project goals:

   • Providing Second Life users with knowledge that allows for conscious realization of aims in business,
   • Increasing brand awareness and Brief Desk scope of reach,
   • Presenting the complete archive of "Briefs" and the most interesting information in the field of marketing and media.

Direct link to the Brief editorial office - http://slurl.com/secondlife/EURO%202012/30/23/26

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