SL Brand, where I am the wonk for development of Second Life content, just completed an event marketing event that included the following items from our tool box as we assisted Cisco Systems in their major introduction of the Cisco ASR 1000 Series Routers. The following items came into play in the three months that we worked on this project:

• Major Product Line Introduction – (Cisco ASR 1000 Series Routers)
• Mixed Reality Event
• Interactive Product Displays
• Viral Marketing
• Second Life Content Development
• Second Life Scripts
• High end, low lag texture development
• Event Management – Quantum Leap Music Day (March 1 – seven hours)
• Metrics
• Surveys
• and more -(sorry, little tried right now to remember everything)

As part of the SL Brand work and part of the collaboration that makes Second Life so powerful , the following people need to be recognized:

• Talia Tokugawa did a tremendous amount of scripting – developing five interactive displays – check out photos here – blog
• Dedric Mauriac scripted the Countdown Clock that was featured in much of the viral marketing – his blog
• Yxes Delacroix booked and managed Music Day – her blog
• Mirror Twin developed textures and helped with the build ideas
• Cheerie Beery developed textures

Not connected to SL Brand but involved in the project was Moo Money. She made some real cool machinima for part of the viral marketing campaign.

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Lessons learned:

• Event marketing in Second Life should always have a community development goal. Traditional “product introductions” do not work.
• Collaboration takes a lot of effort and patience.
• Second Life sim performance has improved vastly over the past year. We can get 70 avatars into a sim where last year about 40 was the norm.
• You can not fix stupid.

Photos from the development