Within Second Life, avatars were invited to a virtual Launch Party co-sponsored by PopSci.com. Attendees were given virtual 770’s via party gift bags. Once avatars received a 770 their communication mannerisms changed, adding a “cool factor” for others to see. Nokia gained additional exposure through virtual “street teams” made up of avatar brand ambassadors, roaming second life demonstrating the product attributes.

The virtual party attracted several hundred attendees; 80% interacted with a Nokia 770. The buzz led “residents” who were attracted to the “cool” mannerisms of the 770-carrying avatars to purchase their own virtual 770. Soon, more brand ambassador avatars will enter Second Life, promoting an enhanced version of the product.