Il est intéressant de relever le retour d’expérience de GM par rapport à leur projet Motorati dans second life :
« It seems readily apparent that the extreme love affair with SL that many journalists had earlier this year has worn off. We’re now seeing the pendulum swing back hard the other way. Of course, neither approach is correct. (One that I make fun of on the Marketing Game Show I’m currently doing on our blog at campfiremedia.com)
Although I readily accept that SL has faults, I do think it’s a perfect platform for what Pontiac set out to do. We wanted to create a community and reach out to an audience that might not consider us at first thought. I believe (and the metrics back us up on this one) that we’ve succeeded far beyond our initial expectations. As our campaign heads toward the end of it’s first year we’ve seen expansive growth in many areas such as resident creations, avatar experience time, and unique resident created events. All of these lead people to thinking about us in new ways. »
Brian Cain, the creative director for Pontiac’s Motorati Island
Créer une communauté autour de sa marque , la faire participer à la vie de celle çi , expérimenter de nouveaux concepts ..