SUNSET BEACH -- Marketing in Second Life requires a long-term commitment to more than  just  setting up a presence for branding. Electric Sheep Company (ESC)  producer  Dan Krueger (Danny Odell in Second Life) says that Ben & Jerry's UK  offices  contracted ESC to build a sim that would educate and entertain  residents  instead of driving real world revenues.

"They wanted to show their green side…and raise awareness about their  Climate Change College to inspire 18-30 year olds to explore  business-oriented solutions to climate change," said Krueger. "They  were  looking for a fun and educational way to explore the virtual medium  while  maintaining the classic Ben & Jerry's theme." 

Krueger said that the sim was deliberately made to look completely  different  from anything else in-world. The fun portion of the sim experience  includes  a "Methaniac" game where players collect "Meadow Muffins" and deposit  them  in the Willy Wonka-style factory to demonstrate methane-powered Ice  Cream  Factory of the Future. Environmentally friendly ice-cream making  techniques  such as thermal acoustic freezers and a wastewater removal greenhouse  are  demonstrated in the factory.
 
Ben & Jerry's approached ESC over the summer and debuted the sim a few  months later. The company wasn't looking to build community, says  Krueger,  although they did land a coveted spot as an orientation community on  Second  Life's web site. The Ben & Jerry's sim includes an orientation area.  Once a  new resident leaves the sim, however, there are no groups or events to  bring  them back.

 "It comes down to the commitment of the client, how much they want to  put  into the project," said Krueger. "They wanted to test the waters before   spending too much money." 

Krueger said he is not aware if Ben & Jerry's UK have plans to continue  to  the project long-term. 

Philippa Marshal, Ben & Jerry's European marketing manager, confirmed that  the company's commitment to SL was short term to coincide with Climate  Change College but is keeping an eye on the sim's numbers.