![](\"https:\/\/streettech.com\/storypics\/lawrencelessig.jpg\")
[Lawrence Lessig Does A Virtual
Book Tour in Second Life]<\/tt><\/center> <\/p>\n
Regina at we-make-money-not-art<\/a> does a nice condensation<\/a> of an article that recently appeared in Harvard Business Review on Marketing to Avatars. She quotes: <\/p>\n “The strong involvement of Second Life (and other virtual worlds)\u2019s residents with their virtual environment (from personalized avatars to virtual businesses, scheduled celebrity book signings, etc.) constitutes a dream marketing venue. Commerce is already an integral part of the game. Residents spend\u2014in Linden dollars\u2014the equivalent of $5 million a month on transactions for in-world products and services. Introducing real-world brands is just a logical step. <\/p>\n “Whom do marketing efforts target? The members who gave their credit card numbers to register for the game\u2014or their avatars? If the real-world human controls the real-world wallet, the avatar represents a different “shadow” consumer, one able to influence its creator\u2019s purchase of real-world products and conceivably make its own real-world purchases in the virtual world.” <\/p>\n Read her condensed version<\/a>. <\/p>\n