Coca-Cola Re-Ups In Second Life With Nestea Marketing Deal
By Eric Reuters
SECOND LIFE, Sept 30 (Reuters) - Will the marketing of real world brands in Second Life find a second life?
Maybe. Nestea, a Coca-Cola brand, announced today it’s sponsoring Second Life’s “Junkyard Blues” venue.
Neither Nestea nor Junkyard Blues’ owners were available for immediate comment. But a visit to Junkyard Blues shows a “Sponsored by Nestea” banner over the main stage. Don’t try clicking on the banner though — it’s non-interactive.
The sponsorship, while modest, represents an affirmation of Second Life as a continued destination for real-world companies to market their goods. A recent survey by BusinessWeek ranked Coca-Cola as the most valuable brand in the world.
Nor does the choice by Coca-Cola of a Second Life blues venue seem coincidental. Last month, Second Life bluesman Von Johin signed a record deal in what’s believed to be the first virtual musician to break into the real-life mainstream.
Coca-Cola was among the companies that made a strong entrance into Second Life during the first wave of corporate marketing with a “virtual thirst” campaign. However in recent months, the company has stepped back its Second Life profile, taking the virtualthirst.com website offline.
