Mercedes-Benz ends Second Life test run with positive findings

A little over a year, Mercedes-Benz opened its dedicated presence in the virtual world of ‘Second Life’. Since the launch of the brand’s virtual island, we won several vital insights and received plenty of positive feedback, especially for our unique communications policy. Over the course of the year, our brand avatar ‘Mercedes Milestone’ led more than 10,000 inspired dialogues.

We truly enjoyed developing this new, innovative communications platform and would like to extend our thanks to all those who visited Mercedes-Benz Island and demonstrated interest in our virtual outpost.

Our ‘Second Life’ stint will draw to an end on March 18th 2008 – as of this day, you will no longer be able to access Mercedes-Benz Island. This brief and exciting foray into virtual communities brought us several essential realisations and the conviction that 3D worlds play a vital role as engaging communication channels. We will continue to monitor this theme and keep you updated on any new developments.

Play golf on Mercedes-Benz Island – get your own personal golf set

Since mid-August, visitors to Mercedes-Benz Island have been eagerly awaiting a new highlight: the free golf set for avatars. The newly created golf course on the island can be played with the golf set, comprising a bag and clubs: a total of 6 holes to be played with the fewest possible strokes.

But the golf set can also be used outside Mercedes-Benz Island, so that all virtual worlds become one huge golf course.

Get your free golf set at Mercedes-Benz Island

C-Class driver of the week: Jogi Goldblatt

After just two test laps Jogi Goldblatt drove the C-Class confidently through the slalom course, whether in first or sixth gear. He chose racy red to chauffeur himself and his friends through Second Life, primarily to spectacularly designed locations. “Basically all I need now is the real thing, then I’ll be happy”, he joked after his purchase from Mercedes Milestone, the Mercedes-Benz avatar.

Jogi Goldblatt and his new C-Class

C-Class driver of the week: MDK Ferraris

“Although my name is Ferraris, there is only one choice for me as a businessman in Second Life: Mercedes!” Seeking a car that can satisfy his aesthetic demands, MDK Ferraris soon ended up on Mercedes-Benz Island. After a free test drive his mind was made up: a C-Class in classic black, please!

MDK Ferraris

C-Class driver of the week: Handbudget Fussbudget

“Mercedes is also a guarantee of good cars in Second Life.”, Handbudget Fussbudget commented on the purchase of the virtual C-Class. The enthusiastic driver is also a fan of the brand with the star in real life, and so it was only natural that one of his first trips took him to Mercedes-Benz Island in Second Life as well.

Handbudget Fussbudget is an enthusiastic driver in both virtual and real life