Evian, the French mineral-water people, are conducting a pretty good marketing initiative in Second Life which shows the company, or at least its ad agency, understands how to promote effectively to residents. Basically, it’s a RL-SL match-up with low overhead for the RL brand and a good traffic booster for the SL company.
Marketing responsible Jeff Caswell :” Evian always had its hand on the pulse of what’s hot. With build-it-yourself virtual worlds, fantasy lands and video games increasing in popularity, we felt that Second Life was a fitting platform for Evian to make its virtual debut. The initiative puts an “unreal” twist on Evian’s 2007 ad campaign tagline: “The most important body of water is your own. Fill with care.”
They have asked RealSKIN to make 6 free avatars skins and shapes, male and female, Caucasian, Asian and black, and are distributed at next locations:
Do you remember your first day to arrive on the grid? How did you look, what was the first thing you wanted to change? That was that awful newbie look, isn't it?
Well now, and the subscribers to SL are still growing, newbies have the chance to have a pretty neat skin and shape to explore the grid.
If this is a profit making marketing move or not, I will leave that to the specialists, but at least you can say that the entrance was noticed and that thousands of newbies will have there possibility to have an upgrade of their skin, without making extra costs in the very beginning of their second life.