CONVERSEON!
Website: www.converseon.com, www.plantit2020.org
The Challenge
How does one use the virtual world to positively impact the physical world? Virtual worlds present an interesting but challenging environment for marketers. Many brands have struggled with integrating brand experiences in a manner that respects and embraces the unique culture of the virtual world, while leveraging the potential of the medium to impact real world activity. Converseon’s two-fold challenge: 1) How do we, a social media agency, effectively enter and gain acceptance within Second Life? 2) How do we overcome “donor fatigue" and demonstrate the power of virtual worlds to positively impact a real world’s socially responsible initiative on behalf of a non-profit partner, Plant-it 2020?
The Solution
Have people plant virtual trees in the virtual world of Second Life. For each virtual tree planted, Plant-It 2020 will plant a real indigenous tree in a rainforest area. The goals are to: 1) raise awareness of non-profit Plant It 2020 and reforestation while demonstrating the power of virtual worlds to positively impact a real world’s socially-responsible initiative; and 2) Capture the attention and support of Second Life residents and encourage the support of this influential group to move outside of the virtual world into the real world through blogs and other social media properties.
Create a low budget innovative project that provides a platform for tech influentials to form a deep relationship with Plant It 2020 and empowers them to raise awareness of the charity both online and offline. Second Chance Trees Island was designed and built in Second Life. Second Life avatars can purchase and plant a virtual copy of an endangered rainforest tree for 300 Linden Dollars (about $1.50), while participating in an immersive educational process. In turn, this triggers the planting of a corresponding indigenous tree in endangered rainforest regions in the real world. The Second Life presence was supported by outreach within the virtual world and a comprehensive social media strategy communicating via a wide range of social media venues to help the campaign extend its reach beyond the virtual world. The island was launched in April with a media release, a dedicated website, outreach to environmental and Second Life bloggers and personal contact with influential Second Life residents. The island was continually supported through the hosting of live events in-world (Earth Day in Second Life, etc), social media such as Flickr and MySpace and targeted outreach to bloggers and Second Life influencers. In July, Plant It 2020 was selected as one of 50 finalists in the American Express Members Project, a program whereby cardholders could nominate a charitable initiative to receive a donation of up to $5 million from American Express. To encourage votes from American Express cardholders, a call-to-action machinima video was filmed within Second Life and uploaded to YouTube and other video sharing portals. It became viral with the assistance of a social media press release and outreach to environmental, technology, marketing and Second Life bloggers along with key influencers in Second Life. Alongside the Converseon team, a globally dispersed group of selected Second Life residents provided support for the project including leading designer Luna Bliss and Australian Machinima artist Decomposing Monstre. SAE Paull Young (LL Platypus) headed up the in-world efforts hosting events, building relationships with key Second Life residents and with continual outreach to key bloggers.
The Success Story
Plant It 2020 received significant visibility not just within Second Life, but through widespread blog commentary, mainstream media attention and recognition from the high profile American Express Members Project competition. It was Selected as one of 50 finalists in the $5 million American Express Members Project competition. Thousands of avatars have visited the island, purchasing over 600 indigenous rainforest trees. The campaign was featured by the Financial Times and CNN who called it an “innovative" and “wholesome" initiative that aims to “make an environmental difference in the real world." Dozens of Second Life residents have posted hundreds of positive blog posts and photos. In just 7 days there were 100+ blog posts and 6,000+ views of a machinima video supporting the Members Project initiative. The Google Search Engine Results for “Second Chance Trees" went from zero entries to 15,900 individual mentions online in six months. 14 of the top 20 Google Search Engine Results for Plant It 2020 reference Second Chance Trees.
