Second Life is a video game that is played using customized avatars that exist in a virtual world. With over 2 million active participants, it's no surprise brands are attracted to this world. Real commerce takes place here and users can "own" things that they buy with their Linen dollars. One such brand that has extended their advertising into Second Life is Nissan. Nissan created an enormous and realistically functioning vending machine that can dispense customizable Sentras. The digital renderings of the vehicles are lifelike representations of the product, including in the interior, plus a few extra features added. Additionally the color choices for your car in the game are the same options you would get on an actual Sentra.These custom cars can be driven around by the avatars. On the Nissan island is a test track with a vertical loop, so you can go test out your driving skills. You can even choose to drive in different conditions, either road course driving or open space driving. Nissan is taking this opportunity to reach a captive audience and show the features of their product as well as build a brand loyalty among Second Life users.
Adlab (24 October 2006). Nissan Puts Sentra Into Second Life. Retrieved from: http://adverlab.blogspot.com/2006/10/nissan-puts-sentra-into-second-life.html
Streigal, Jason (26 July 2007). Brands in Second Life. Blogcadre. Retrieved from: http://www.blogcadre.com/blog/jason_striegel/brands_in_second_life_2007_07_26_11_56_52
O'Guinn, T., & Allen, C., Semenick, R. (2009). Advertising and Integrated Brand Promotion. New York: South-Western.
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