THIS SECOND ISLAND - The folks at Coffee-mate aren't talking about their new initiative in Second Life. The company is sponsoring a virtual cafe called SwirL and hosting events over the next eight weeks, according to a representative from their virutal marketing agency, Joni Rich (Joni Rich in Second Life), founder of This Second Marketing LLC.

“They would like to be recognized as a sponsor of a unique and fabulous place in SL with great events and activities; a place where people make friends and hang out,” Rich said. “We hope the commitment extends so we can continue to provide live Mixologists, contest prizes, camping jobs, and top notch entertainment at SwirL.”

Rich said Coffee-mate asked her agency for a virtual café that young, hip coffee-drinkers would enjoy spending time in. The cafe décor demonstrates the wide variety of flavor options that can be used and mixed to “personalize” coffee.

“They were a perfect client because they never wanted to go in and shout about their brand in Second Life. From the start, they have understood that the way to an avatar’s heart is through great environments, interactivity, contest, events, job opportunities and fun.”

The build includes dancing on several dance floors that features “Flavor Dance Vending Machines” that residents can click on to try a wide variety of flavor-themed dances such as “The Coconut Blue Step or The Vanilla Swirl. Guests can take the flavor dances with them via a free HUD that is part of a freebie package available at SwirL from SwirL Coffee Carts. Other freebies include a flavor-themed t-shirt, candles, mugs, and the Coffee-mate Coffee Cart which can be used anywhere and will dispense flavored coffee mugs as well as the entire set of freebies when used itself.

“We are giving the coffee cart away to as many people as possible to set up and use in their shops and malls,” Rich said. “We think it will be popular with residents as a freebie since everyone can enjoy a coffee break and the cart dispenses mugs of flavored coffee to your inventory when you click on the flavor selection buttons.”

Coffee-mate joins a number of other beverage additive companies that have entered Second Life this year including Splenda and Nesquik. Splenda recently held an inworld contest via Splenda Island  asking residents to submit a description of their idea on what would make life sweeter in SL. The winning idea will be built by virtual world marketers Millions of Us and the winner also gets a trip for two to Canyon Ranch in Arizona.

Splenda Island includes a Shake slide, a Lemonade pool, a ferris wheel, and a cafe where some of the food, when touched, gives out recipes.