Second Life

Background

The Nokia Nseries are high-performance devices blending state-of-the-art technology, elegant design and ease of use. With them, consumers can use a single device for entertainment, to access information, produce and share photos and videos, and listen to music wherever they are and whenever they want. For the launch of the Nokia N73, a multimedia device that has advanced photography features and stereo loudspeakers integrated with 3D sound, Nokia wanted to use alternative communication approaches to reach internet users. As Second Life is the largest internet virtual world and online tool penetration has grown significantly in Brazil, it represented the perfect place to showcase the functionality of the Nokia N73.

Idea

Consumers were invited to participate in a live virtual concert with Fatboy Slim in Second Life sponsored by Nokia. The artist was represented by an avatar of Skin Boy, one of his alter egos, and interacted with the audience through chat and voice. The event was held on 9 February, six hours before Fatboy Slim’s live show in São Paulo. The party was also re-enacted without the real artist on Saturday and Sunday. Avatars could dance to Fatboy Slim’s music, watch an exclusive video projection and download some of their latest hits. The action attracted some 800 people whose avatars had previously picked up cell phones at the company’s virtual kiosk in Second Life in order to get the concert invitations.

In the second phase of the activity (live at time of going to press), Nokia N73 devices are being distributed at Nokia Second Life virtual kiosks. Rather than simply cosmetic accessories, the phones can be used to take pictures within the virtual world and send them to phones in the real world, a first in Second Life. The first 2,000 users to register at www.nokia.com.br/secondlife are given 10 free picture messages to send. Users can also participate in the ‘Nokia Paparazzi in Second Life’ promotion. The best photos sent from 2 April to 2 May will be included in a photo album hosted on Flickr with the two best photographs winning real Nokia N73 devices.

Results

The live concert on Friday 9 February received 937 visitors, of which 220 were simultaneous. The Saturday and Sunday events received 521 and 694 visitors respectively. In a little more than a month, some 5,800 Nokia devices were distributed in Second Life. Among the 33,000 active Brazilian users (source: Linden Lab), 17% have picked up cell phones at the virtual kiosks.

Target Audience

Internet / Second Life users. People who like to discover new features and technology and early adopters with a high tech profile. 3.8% of Second Life visitors are Brazilian, making Brazil the seventh most active country in Second Life, after USA (32%), France (12%), Germany (10%), England (8%), Holland (6%) and Spain (3.9%).

Our Thoughts

Some of the most innovative ideas in digital communications are coming out of Brazil, ideas like this, in which the real world and the virtual world are entwined. To launch the new N-series phones Nokia hosted a concert with FatBoy Slim doing the platters – in Second Life.