Viewing entries tagged
Windows Vista


Virtual worlds, the community rules!

Over the past months virtual worlds and especially Second Life have enjoyed a kind of media hype. All traditional media have covered the phenomenon at length as if the idea was invented yesterday.

But as fast as the hype rose, the sceptics were there just as fast. Especially the internet intelligentia thought it was hipper to shoot down virtual worlds (because already too mainstream) rather then taking some time to reflect what it could mean. I like to compare Second Life to the internet 10 to 15 years ago. Then too everybody thought it was slow, had average graphics and the question 'what will you do with it' popped up just as often as it does today. The answer is not easy, but in the mean time we have learned that intelligent experimentation is the best way to find answers. Maybe virtual worlds are the user interface of the future. Will, after MS Dos, Windows and Mac OS develop into a 3D interface? A workspace in which the communication aspect of the internet is harnessed 100%, a full open-source interface completely build by the community ... how much more 2.0 can you be?

And this is what makes virtual worlds so difficult to understand. It's not a game or a contest, there is no real objective. The rules are those of the community, the purpose is to achieve what you yourself want to achieve in the community.

My first project at ONE Agency, the new marketing agency I joined since the beginning of this year, was the launch of Windows Vista in Second Life with the live streaming of a gig by Praga Khan in the Atomium in Brussels. And I'd like to share some learning from that experience. The way this project came to be was very "2.0". Some enlightened minds started talking, specialists of all sorts were called in and two weeks later everything was arranged without having one physical meeting. During the project the objectives, scope and ambitions were constantly adjusted, the permanent beta. And in the end we succeeded together in mobilizing the Second Life community for this project. Anybody who was in Second Life in between the 15th and 31st of January knows that Microsoft launched windows Vista.
But there's more then the 375 people who attended the concert in Second Life (note: that's more then at the physical event). The surround effect of the launch was much bigger. Both in the SL community as in the blogoshere the conversation was buzzing at full speed. The number of 'impressions' generated is meaningless next to the enthusiasm and passion that bubbled up in blogposts and comments. This shows that programs that touch the publics hart have a much higher impact then one more banner in a even bigger size.

So if you were wondering where marketing is heading for in 2007, this give a good idea if you ask me.



Vista in Second Life - getting closer

I'm truly proud of this project we are doing with Microsoft for the launch of Vista, and this is why:
The launch in Second Life perfectly illustrates what we mean with "New Marketing" at ONE Agency. The combined team of client and agency have joined the Second Life community to organize something unique and innovative. Rather then buying ourselves into the place, we offer the community a free concert, working together with existing community members, and that should (will) generate a positive vibe for the brand.

Read all the details about the launch on Miel's blog.



Praga Khan & Windows Vista in Second Life

Life (especially health) has been a bit hard on me the last few days, but here I'm back with some great news.

We (ONE Agency) are taking care of the streaming in Second Life of the concert of Praga Khan at the occasion of the launch of Windows Vista. Work has been going on for some time and it's been an interesting collaboration with the PR Agency and Microsoft (more specifically the unbeatable Miel).

We now have screens ready in multiple locations (thanks to Miel's many inside contacts) and we're gearing up the technology to be able to host up to 2000 viewers in Second Life only. The ambition is to go over 300, but we want to make sure that whatever happens, we're ready to accommodate all interested viewers.

So, get your avatar ready and be there on Tuesday January 30th at one of the locations:
Strawberry Estate (including a real virtual atomium!)
and probably also on Crayonville Island.
For a full list of locations, check out the panels in Second Life.