WWF creates virtual island in Second Life

by Hayley Pinkerfield, Revolution UK 03-Sep-07

WWF is venturing into the virtual world with a branded interactive island in Second Life. The wildlife conservation charity is working with Enable Interactive to reach new and existing audiences.

WWF is initially using Conservation Island to promote awareness of three
key campaigns: climate change, intensive fishing and deforestation.

Messaging has been designed to be immersive and engaging, to build

awareness and encourage users to pass messages on.

WWF is promoting the activity on its web site, via email lists,
communications with activists and recruitment in Second Life.

Second Life users can interact with ice-cream-vending orang-utans. They
can also befriend pandas that offer environmental updates. The island's
features have been designed to adapt to future campaigns.

WWF is looking to Second Life for long-term awareness raising and
community building, rather than short-term brand activity.

"This is the tip of the iceberg as we consider other social networking
sites and communities," said David Cole, online outreach manager,
WWF.

"Many brands have tried to replicate offline activity in virtual worlds.
The challenge is to create a fully immersive world with original
creative ideas," said Darius Pocha, creative director, Enable
Interactive.