Vodafone is reaffirming its commitment to Second Life, the virtual online world, with the official opening of an interactive island.
The island is part of the telecoms company’s "Make the most of now" strategy and is designed to help as part of Vodafone’s ongoing brand building. The island has been developed by advertising agency Bartle Bogle Hegarty with Rivers Run Red.
Visitors to island will be able to experience features such as "photographic ice skating", "butterfly flights" and a user-generated "sound garden".
The sound garden gives residents an "intense sensory experience" as they make their own music depending on the direction they are facing, the number of residents in the same space and the direction of movement, so that more residents co-operate the sound becomes richer and more varied.
BBH and Rivers Run Red will be keeping the island updated with regular up-loads of further features and events.
David Erixon, head of brand strategy and manifestation, Vodafone says : "The launch of the island marks an important point in the evolution of Vodafone’s ‘make the most of now’ brand strategy and we hope that it delivers something of real benefit to the Second Life community. In the long term we are looking to engage even more fully with the community, further opening up communication channels between real and virtual life."
Earlier this month, as reported exclusively on marketingweek.co.uk, Vodafone rolled out a new telecoms service which means residents can call each other via virtual mobiles, as well as "punch out" into the real world and speak to friends outside Second Life.