Translating a Brand: Diageo in Second Life
Published on Wednesday, March 21st, 2007 by reubenThe first phase of any of our engagements involves what we call “Brand Translation”. During this phase, we examine a real-world brand and create an experience that is suited for Second Life, that captures the sentiments and emotions of the real world experience.
I’m really proud to announce te launch today of our project with Diageo (and Thebar.com ). Developed in partnership with our friends over at Bite Communications, this has been one of our most challenging (in a good way) and hopefully creative projects.
The big problem we started with was: “How do you translate drinking in an environment where alcohol has no effect?” We chose to focus on the social aspects of the drinking experience. The result is a virtual bar kit, available for free for any Second Life bar owner (provided you’re over 21 and located on a Mature sim without explicit content). Within the bar kit are a wide variety of Diageo’s brands including beer, wine and spirits like Tanqueray, Captain Morgan, Johnnie Walker and Guinness. All the bottles have been programmed to provide a variety of cool social networking features, including toasts and other animations. We hope everyone enjoys it and look forward to watching it be used and develop.
To launch, we’re having a Bar Crawl — please join us to celebrate.
What Thebar.com Virtual Bar Crawl — Make a Toast in Second Life!
When Wednesday, March 21st
Time 3pm-6pm Pacific Time / (6pm-9pm Eastern Time)
Where Second Life
LOCATIONS:
– ASpiRE! Isle, ASpiRE! Magazine and Modeling Agency
http://slurl.com/secondlife/ASpiRE%20Isle/144/165/26/
ASpiRE plan to have a trivia contest and great prizes.
– The Witch’s Brew
http://slurl.com/secondlife/Evalua/223/226/28
–The Blarney Stone
http://slurl.com/secondlife/Dublin/80/106/26/26/
“Real world” Irish band Callaghan will be playing live at The Blarney Stone.
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March 22nd, 2007 at 12:58 pm
is diageo going to have their own SIM or is their presence inworld only being represented by the bar kit and bar.com tie in millions have crafted? where do i get to see the bar kit in action?
March 22nd, 2007 at 4:16 pm
As of now, Diageo does not plan to have a central sim. Instead, the bar kit will be available for free for club and bar owners in Second Life. You can see it at the slurls in this post as well as at a central location (I will have to hunt down the exact slurl for that).