8. RL Medias (40%) Word of mouth in SL (30%) Brand awareness is built in both RL (the media having a strong impact) and SL, in particular through word of mouth. Ā How did you find out about the presence of these RL brands in SL ? Base = 1085 Search function in SL (29%) RL brandās sim in SL (20%) Blog (18%) SL group (11%) SL Medias (11%) Event organised by the RL brand in SL (11%) I donāt know any RL brand in SL (5%) Other (by chance, while shoppingĀ ā¦) (16%) FROM A LIST - SEVERAL ANSWERS POSSIBLE
9. The presence of RL brands in SL is perceived as positive in this universe, indeed is expected by almost half (āIād like more RL brands to establish themselves in SLā: 45%, a score that is lower among those that consider themselves as āexpertsā: 34%) . It should be noted that the level of brand rejection (āI think there are already too many RL brands in SLā) is low: 13% . Below are some statements that could apply to what you think about the presence of RL brands in SLā¦ Base = 1085 (-- : experts 34%) In your opinion, does the presence of RL brands in SL haveā¦ ? 11% (++ : experts 20%) Base = 1085 66% - +
10. Greater proximity with RL (24%) ā Gives realism to SL , shows that SL is a reflection of RLā 12% ā You can find your RL habits in SLā 5% āĀ Enables you to make connexions between RL and SLā 4% ā Weāll be able to buy the same things as in real lifeā 3% Indeed, the presence of these brands is perceived as an asset for SL because it increases the proximity with RL, enables residents to get to know the brands and āenrichesā the universe, the avatars includedā¦ Why do you say that ? Respondent base = 1085 Beneficial for the universe (13%) ā Gives longevity to SL ā 3% ā Makes SL more interestingā 3% ā Makes SL more aliveā 3% ā Will increase the number of participantsā 2% ā Develops awareness of SLā 2% Beneficial for the brands ( 10%) ā Enables you to discover certain brands , to know the brand betterā 3% ā Enables you to know new productsā 3% ā Enables the brand to be up with the timesā 2% ā Itās a good shop window for the brandsā 2% Economic benefit for the avatars (8%) ā Brings money to SLā 4% ā Contributes to economic dynamismā 4% Reasons for positive impact: POSITIVE SPONTANEOUS COMMENTS
11. Few reasons for rejection. Criticisms are very dispersed and mainly about the fact that this universe should remain āparallelā and faithful to the original philosophy of freedom, creativity, escapismā¦ Respondent base = 1085 Why do you say that ? Reasons for negative impact: NEGATIVE SPONTANEOUS COMMENTS SL shouldnāt move closer to RL (7%) ā SL should stay a second life and not represent real life. SL is another lifeā 4% ā Advertising is already everywhere in RL, we donāt want to find it in SL as wellā 3% Indifference (8%) ā Advertising doesnāt interest me in real life. It doesnāt have any impact on meā 4% ā You pay less attention to brands in SL than in RLā 1% ā Itās not the reason for joining SL. SL is a game. The game will be the same with or without brands, it doesnāt change anything about SLā 3% Change the nature of SL (4%) ā Thereāll no longer be room for small creators. Might prevent SL creators from creating and finding buyers in SLā 2% ā Disfigures, changes the nature of SL, where has the original philosophy gone ?ā 1% ā SL is above all a freedom zone, you go there to get away from everythingā 1% Give the universe too much of an economic aspect (5%) ā The presence of brands gives an overly economic side to the gameā (3%) ā SL isnāt somewhere for aggressive commercial practices. SL isnāt a marketingĀ toolā (2%)
12. Below are some statements that could apply to your experience with RL brands in SL. Choose the statement to which you feel closest. Base = 1085 Experience of brands in SL is very limited to date. However, confirmation of the positive reactions to brands and the potential that this universe offers them: communication, product sales, co-creation process. %
13. % Base =1085 A cash prize and the opportunity to have oneās know-how and creativity exposed are the main drivers behind co-creation. However, it is also important to note the strong desire to associate oneself with a well-liked brand. I have already taken part in a co-creation process Base =728 What would motivate you to create a content (video, product, ad) for a RL brand in SL ?
14. No RL brand has yet managed to build strong spontaneous awareness in SL (all brands less than 20%). Base = 1085 % - Please state all the RL brands present in SL that you know ? SPONTANEOUS - Which of the RL brands present in SL below do you know ? PROMPTED FROM A LIST NOT ASKED FOR PROMPTED AWARENESS : Spontaneous awareness : Prompted awareness
15. Ā To finish, what type of RL brand that is currently not present in SL would you like to see there ? SPONTANEOUS - MAIN COMMENTS Food : brands of sodas, alcoholic drinksā¦ 4% Information Technology (IT): software, IT assistance, IT material, computers (Apple, Microsoft..), video games, Internet access suppliersā¦ 13% Distribution: mail order, big distribution chainsā¦ 3% The media: newspapers, radio, TV channels... 2% Clothing: makes of clothing, shoes, underwearā¦ 11% Base =1085 And moreover, all sectors are welcome in this universe. Luxury goods : makes of luxury cars, luxury clothes ā¦4% Leisure / travel: travel agencies, hotels, amusement parks ā¦ 4% Culture : cinema, book / comic book publishers, record labels, cultural brandsā¦ 10% Transport : makes of motorbikes, bicycles, cars (manufacturers and vendors), aviationā¦ 4%
17. Special offers (27%) ā Freebies, give things to usersā 12% ā Have fun activities, offer leisure activitiesā 10% ā Offer attractive prizes, offer promotionsā 2% ā Propose games to win L$ā 1% Have a visible sim (10%) ā Advertiseā 5% ā Take care over the signposts, make access easy, do something easyā 3% ā Have an avatar present to give information to visitorsā 1% ā Donāt be too imposing, donāt try and invade the universeā 1% Have appropriate sim ergonomics (35%) Appropriate for SL : ā Propose interactivity between playersā 5% ā Be original, innovativeā 5% ā Adapt itself to the SL clienteleā 5% ā Make an attractive sim, have a designer buildingā 4% ā Create meeting places, have a convivial sideā 2% ā Distinguish SL presence from RL presenceā 2% ā Respect the SL codesā 2% ā Offer real utility in SLā 1% Appropriate for the brand : ā Create things that you find in RLā 6% ā Remain loyal to the image of the brandā 2% ā Make activities related to the brand possibleā 1% What advice would you give to a brand that wants to establish itself in SL ? SPONTANEOUS Respondent base = 1085 Confirmation of the importance of special offers for attracting avatars, but the site must also have ergonomics that are in keeping with the universe and the brand, and be visible.
18. Increase awareness through advertising and word-of-mouth (30%) ā Advertiseā 12% ā By employing brand representatives / by giving a few of its products to people paid to show them to othersā 6% ā Be present in the biggest groups of people, advertise in shopping mallsā 5% ā Use RL and SLĀ mediaā 4% ā By word-of-mouthā 3% Communicate through activities, events (21%) ā Offer gifts, freebiesā 7% ā Communicate in a fun way, organise attractionsā 6% ā Offer SL products. By making objects that will be copied from one avatar to anotherā 5% ā Organise concerts, parties, create eventsā 2% ā Offer L$ to winā 1% More specifically, how should a brand that wants to establish itself in SL communicate, present itself ? SPONTANEOUS Respondent base = 1085 To communicate successfully, the brand needs to get talked about in the different media, but also communicate via its SIM by offering fun goods or activities, and at the same time remain innovative. Have a pleasant sim (20%) ā Develop a high quality simā 7% ā Be original, innovativeā 7% ā The presentation should emphasise the brandās image, have a good reputationĀ ā 4% ā So that thereās no more connexion between SL and RLā 2%
20. The initiatives of RL brands in SL evaluated On NISSAN ās sim, the car company provides copies of its Sentra (lifelike representation of the product) to residents free of charge. But first, you have to look for a hidden token. Nearby is a test track with a vertical loop so you can test out your driving skills. On SONY BMG ās sim, you can attend avant-premieres, meet other fans, talk of the latest performances of your favorite artist... On DELL ās sim, you can visit the PC museum and then go to the factory to build your own systems, and even order real systems from Dell.com. On AOL POINTE ās sim, you can listen to the latest hits, go to the movie, have fun at the centrifuge Skate Park and try out plenty of other activities (Quiz time lounge, shopping, starlane, ā¦).
21. 82 75 79 71 On the basis of their concepts, the different initiatives are very well evaluated by respondents, the NISSAN and DELL ones even better. Base =1085 Do you consider that the way in which this brand exploits the potential of Second Life to communicate isā¦
22. ā Itās attractive , very good way of attracting the public, appealing ā 22% ā Fun , thereās a game and amusementsā 16% ā Means you can test real cars ā 7% ā Originality, innovativeā 4% ā Provide products freeā 3% ā Attractive, itās well displayedā 2% ā Thereās something to win, itās motivating. Thereās a mission, a challengeā 2% ā Good RL and SL interactionā 1%Ā ā Conviviality . Encourages encountersā 17% ā Good initiative . Nice. Interestingā 15% ā Enables new artists, new products to get knownā 6 % ā Enables you to attend events, private viewingsā 5% ā Itās nice, itās a good idea ā 20% ā Means a link between SL and RL . You buy in SL and the computer is delivered in RLā 12%Ā ā Itās fun, ordering while having funāĀ 5% ā Strong advertising , good marketingā 5% ā Meets the continuous need for innovationā 2% ā Pedagogical and educationalā 2 % ā Fun ā 15% ā The idea is excellent . Good conceptā 14% ā Lots of activities , original, interesting activitiesā 12% ā Good promotion of the brandā 4% ā Conviviality. Major meeting placeā 2% ā Makes itself available to young peopleā 2% Confirmation that the key factor of success for legitimacy in SL is to have a SIM that adds value to the universe: appealing, fun, convivial and a link between RL and SL. JUSTIFICATION OF RESPONSE TO QUESTION ABOUT EXPLOITATION OF POTENTIAL IN SL: Why do you say that ? POSITIVE SPONTANEOUS (main comments) NISSAN DELL AOL SONY
23. ā Commonplace, not originalā 1% ā Not attractiveā 1% ā Brand is invisibleā 1% ā Treasure hunt is a waste of timeā 1% ā Not very useful, the vehicles have limited utilityā 1% ā Not original. Not innovative enoughā 10% ā Difficult to findā 4% ā Itās not appealingā 6% ā Lacks originalityā 2% ā You can already configure your PC on their web site. Might as well go to their web siteā 3% ā Little appealā 6% ā I donāt like this brandā 6% ā I donāt see the link with the brandā 3% ā The sim is difficult to findā 2% ā Not innovativeā 2% The main criticisms are about the SIMās lack of originality and appeal. NEGATIVE SPONTANEOUS (main comments) NISSAN AOL DELL SONY JUSTIFICATION OF RESPONSE TO QUESTION ABOUT EXPLOITATION OF POTENTIAL IN SL: Why do you say that ?