I recently took the plunge into Second Life. Not that I don't have enough going on in my first life, but I had resisted the urge long enough and figured it was time to see what the buzz is about.
As you can see by the photo, Second Life Paul is a buff, bald, tight-clothes wearing guy in his late 30s (you can make your avatar look like whatever you wish, thus, my hulking delts and triceps). In the brief hour that I spent on the site last night, I can see that it's a bizarre world that some people take way too seriously. But for those hard core Second Lifer's, a decent marketing opportunity exists.
Behind every Second Life persona, there is a real life puppet master calling the shots. Thus, back in the early innings large brands scrambled to dive into the Second Life world, realizing that virtual people have actual purchasing power. While early marketing efforts on Second Life were mediocre, there is a resurgence to get back in the virtual game in hopes that online brand impressions and interaction will lead to both on/offline sales. Ironically, iMedia has a great article on this topic that just came out today, my one-day Second Life anniversary.
If you are not a Second Lifer, it's worth taking a couple of hours some evening and giving it a test drive. And if you see Paul Ulajin, give him a virtual high five.