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It has three million members its own self-sustaining economy and a world of untapped marketing opportunities. It’s the hottest thing many marketers aren’t talking about primarily because so many of them are scrambling to get a piece of it.
If Second Life sounds more like fantasy than reality that’s because it is.

There are few marketing challenges more difficult than connecting with “indies ” consumers who consciously avoid mainstream marketing and pledge allegiance to brands that bubble below the surface.
But the problem is: If your brand has the bucks to buy their attention it’s probably not high on the indie consumer’s list of companies to patronize. But largely because they’re always seeking the next new thing—and therefore tend to be early adopters and influential among their peers—indies remain a hot target for marketers.

Brands from Lexus to Red Bull are creating exhibits that borrow their look and feel from big-city art galleries. The goal? A sophisticated yet uncomplicated ambience.
Starbucks incorporated the look for one component of a pop-up environment last year in New York City. And Rolex USA activates its title sponsorship of the Monterey Historic Automobile Races in Monterey CA with a gallery-style exhibit that displays vintage cars.  (Agency: Sparks Philadelphia).

The rules of the road are getting easier with a variety of purchase options now available for marketers readying mobile tours. With prices for 53-foot tractor trailers starting around $250 000 these days purchasing a truck for a mobile marketing program can be an expensive affair—or it could be one of the best long-term investments your marketing team makes. And if buying isn’t for you leasing is becoming a workable option for a growing legion of brand marketers.

Email invitations are standard operating procedure for corporate events these days. But even seasoned pros will admit that keeping electronic messages out of the electronic trash is becoming a greater challenge.
Nine tips: