Marketers and Second Life

+ Coke Opens VirtualThirst.com In Second Life.

Diving into the virtual waters, Coca-Cola officially entered Second Life, issuing an invitation to avatars as well as the general public to submit ideas for a portable virtual vending machine.

The design competition invites people to submit designs to www.virtualthirst.com for a chance to win a grand prize of building and launching the ultimate vending machine with the help of 3-D design shop Millions of Us.

Design entries will be accepted through a variety of formats and submission methods, including submissions within Second Life, YouTube and MySpace.

Submission guidelines for each and contest rules appear on MySpace at www.myspace.com/virtualthirst, as well as on "crayonville Island" in Second Life. The entry deadline is May 25.

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Campfire came up with Pontiac's Motorati Island, where there are participating dealers, auto enthusiast groups, live sponsored concerts, racing events and more. The tie-in with SL was designed to promote the Solstice GXP sports car. Recently, Campfire teamed with Pontiac and Leo Burnett to offer a real-world Motorati experience at the New York Auto Show; big screens at the Show offered an in-world glimpse in real-time.

At Coke, Donnelly noted that the winning design could lead to futuristic concepts of what the brand's real-world machines will look like: "That is part of our strategy. How do we take our old world vending machines and make them relevant to our customers?"

Joe Jaffe, president, crayon, said Coke's approach in SL is understated. Coke held a press conference in-world to announce the competition on Monday. "It's just one event in-world--25 people attended, but it's a seed," Jaffe said. "Our advice was to start small and then build conversation around the small idea. That's the long tail of creativity."

Jaffe continued: "This is less about a Second Life project and more about being able to take the whole concept of thirst and position it as a thirst for meaning, knowledge, love, self-expression and a thirst for an experience."