Imagine a virtual world where residents can explore, meet other residents, participate in individual and group activities, create and trade virtual properties, and travel throughout the world… this is SECOND LIFE. This three dimensional world became an instant success in 2003 and has been making headlines ever since, and I have decided to explore this world through my avatar Paige Follet. I found a wide variety of businesses on second life and these two intrigued me the most.
Pizza in Second Life? You bet, Domino’s Pizza is an international fast food pizza delivery company with over 8,500 corporate and franchised stores
in 55 countries, and in 2007 Domino’s Pizza added one more store, an online one in Second Life. Domino’s started to accept real-life pizza orders from Second Life via mobile text-based ordering services in the United Kingdom, and when I was visiting they had over 30 visitors (presumably ordering pizzas). The menu is the exact same one you would find if you were ordering it over the phone, including the latest new value deals and the Ciabatta Square Pizza. By having a presence on Second Life they are connecting to all types of cyber users without being invasive, but showing they have a modern up to date image. Domino’s went to Second Life to make money because Second Life is where Domino’s customers reside. For example, their Second Life location is strategically placed on a Manchester, UK Island next to a local Diabetes Center, a local UK University, and a “Manchester Wheel of Second Life” carnival ride all attracting the Domino’s target customer. They also chose to do business in Second Life because one in six pizza orders are made over the web and Domino’s predicts that number to grow. Second Life offers a unique user friendly way to order pizza in a not so ordinary way.After I had my pizza f
ill I flew over to the American Cancer Society Island, where I found a large volunteer community with over 200 visitors while I was exploring. The purpose of American Cancer Society on Second Life is to raise awareness, hope, and money for the fight against cancer. I ventured into the relaxing “Hope Haven” room that was filled with comfortable chairs, peaceful ambience, and comforting words. To raise money the nonprofit is holdin
g their fifth annual Relay for Life virtual campaign. Which started in 2005 and they raised almost $5,000 and 2008 has been the most successful year raising over $210,000. Avatars can donate money and volunteer without a hitch on Second Life via the Donation Kiosk in the Welcome Center or joining teams, making this event the largest contiguous event on Second Life. I spoke with Dwen Dooley, a volunteer for the American Cancer Society, and he exp
lained there are around 2,000 volunteers and 118 teams that fundraise from March to July through daily events for the Relay for Life event. Dwen showed me a Sim map showing the numerous parcels with each team’s campsites, theme builds and more, it is really amazing. The actual walk for the cause is done on Second Life as well and Dwen told me it takes about an hour to complete it. The center is successful in raising awareness through interactive videos, posters, and volunteers ready to help you learn. Being on Second Life allows you to interact anonymously and find comfort with others as they might be or know someone who is suffering from cancer. American Cancer Society Island offers a calming place where you can go to learn, give, or volunteer with people like you!After much resistance, I came to really enjoy my experience on Second Life. Prior to creating an Avatar I questioned the purpose and being of Second Life, however, I now understand why people are so addicted. Second Life is a community that encourages people to interact, explore, and learn in an alter ego. Surprisingly I thought it was hard to find businesses, I read that many businesses left Second Life like American Apparel, Emporio Armani, Ben and Jerry’s, and Harvard Extension School just to name a few. I do think it is valuable for companies in the technology sector to have a presence on Second Life if for nothing more than a virtual presence.
