In the early days of the internet, many developers created static web pages that acted solely as cyber catalogs. Now, through dynamic generation of pages, robust CMS systems and ease of content manipulation through front-end access (i.e., blogs, wikis, et cetera), websites have become much more compelling, giving consumers a reason to keep coming back.

adidas
In Second Life, don’t just set up shop and walk away, as this would be a step back, not forward.

Rivers Run Red’s build for adidas is a great example of stunning 3D design, alignment with brand positioning ("Impossible Is Nothing") and ecommerce functionality that does not necessarily make real progress.

The adidas sim (simulation) celebrates the adidas a3 Microride sneaker. The sim allows you to:

• purchase a virtual pair of a3 Microrides, as well as clickthrough to the 2D web in order to buy a real pair.

• use the in-world store locator to find an adidas retailer near you.

A lesson learned from the 2D web
After purchasing a virtual pair of this high-flying footwear, my avatar got to test them out by jumping around on a mat designed to toss avatars up and down. While this was an entertaining experience, it is not one that I plan on revisiting.

I realize the goal of this initiative was to build excitement around a new product by touting its brand attributes. However, creating a one-trick pony is the equivalent of creating a plain old 30-second spot. I have no issue with the 30-second spot in general, but if you are going to employ a medium that allows for such unprecedented degrees of engagement, why not fully leverage the freedoms and opportunities of this new platform?