Playboy gets Dressed
This weeks top story features Playboy getting dressed for the occasion. Playboy getting dressed isn't your typical April Fool's Day prank but a very smart move by the popular magazine, as reported by James Wagner Au at the NWN blog:
With regular events and a staff of gregarious, frequently dancing Bunnies, Playboy's official Second Life presence, a tropical island club developed by Boston's Green Grotto Studios, is one of the few real world company sites boasting steady visitor traffic. (Direct SLURL teleport at this link.) And unless I missed a previous announcement, it can now claim another title: the first major company to link its brand with Second Life-only brands. In this case, Playboy-branded fashion sold on the official island, but created and promoted by SL designers who are an integral part of the label; among them, KO Designs, Alpha Male, Sharkture, and Simply Spoiled.
Playboy started out in the Metaverse with the opening of the Playboy Island in Second Life in June 2007 (read blogpost here), which surprisingly (for many) didn't become the house of sin in the sex-filled world of Second Life. No actually, there was nothing sexy about Playboy's presence.
This time, everybody is getting fluffy with the bunny as Playboy is now in cohoots with a quality selection of Second Life fashion designers. Reactions from the more marketing oriented blogs are pretty happy about Playboy's move;
Nic Mitham says:
"The company is selling Playboy-branded items on the island created by residents inside Second Life - they are tapping into the expertise incumbent in-world."
And Digodo writes:
"It’s an interesting move because apparently Playboy thinks they can fill a gap the Metabrands have - a recognizable, A-brand that separates the quality from the B products for people who haven’t spend months in Second Life. On the other hand, the metabrands bring ‘good will’ of the existing community to the table, a recognised and appriciated brand amongst people who have spend some time in Second Life and are well rooted into the community.
What the most important thing is, in my humble opinion is that Playboy seem to understand how communities work and that is even more important than getting your product out in the virtual world. I have been very disappointed with the things (the majority of) real world companies have done in Second Life sofar. It's been a marketing trip mostly, and the community just isn't interested. It's time companies skip the promo-attitude blabla and start taking their business into Virtual Worlds.
This would have been easy for Playboy, to bring their business to a Virtual World which is sex-infested according to many. Doing the opposite; getting dressed gets them my respect and it shows they understand the way the Second Life community works. Whereas most brands come in and invite people to 'leave their natural habitat' to come to their island, Playboy is bringing the brand to the community.