How Madison Avenue Is Wasting Millions on a Deserted Second Life

August 14, 2007 D. H. McKee

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Funny how this article in the Wall St. Journal shows about 8.6 million people in SL. Could the Journal be using inflated numbers to over-hype this phenomenon? Linden Lab apparently confirms “only about 1 million had logged on in the previous 30 days (the standard measure of Internet traffic)”.
How Madison Avenue Is Wasting Millions on a Deserted Second Life

As worldwide head of interactive marketing at Coca-Cola, Donnelly was fascinated by its commercial potential, the way its users could wander through a computer-generated 3-D environment that mimics the mundane world of the flesh. So one day last fall, he downloaded the Second Life software, created an avatar, and set off in search of other brands like his own. American Apparel, Reebok, Scion â.. the big ones were easy to find, yet something felt wrong: “There was nobody else around.” He teleported over to the Aloft Hotel, a virtual prototype for a real-world chain being developed by the owners of the W. It was deserted, almost creepy. “I felt like I was in The Shining.”
Yet Donnelly decided to put money into Second Life anyway. He’s no digital naïf: When he joined Coke last summer, the company was being ridiculed for its huffy response to a spate of Web videos showing the soda geysers that erupt when you drop Mentos into Diet Coke. Within weeks, Donnelly had Coke and Mentos sponsoring a contest on Google Video that’s gotten more than 5.6 million views. But Second Life was different. “Many places you go, there’s still nobody there,” he concedes. That’s certainly the case with Coke’s Virtual Thirst pavilion, where you can long linger without encountering another avatar. “But my job is to invest in things that have never been done before. So Second Life was an obvious decision.”

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As a guy who occasionally curates art shows and wrangles artists together, I often have to edit and post artist bios, profile pictures, and artwork images. This can be a problem, since many artists and writers aren’t used to selling themselves. Artists rarely know how to present their art for display in a brochure, and writers aren’t used to writing about themselves.

Writers often treat the bio like it’s an interview or something. Maybe like they’re having a conversation with you, the reader. While it may work sometimes, the most common way to write a bio is to write in the 3rd person.

I’m like those writers, and I’m talking to you directly, unlike the common way to do a bio. You should see my About page. It makes sense to me, since this is a bit which describes my blog’s website. When I get famous enough that I don’t have time to talk to you, I’ll have an intern write everything in 3rd person. Until then, you get to talk to me.

Like blogs of old, this one is a personal document of the comings and goings of me. Articles I’ve written, links I’ve posted, videos I liked, etc. Here, a first-person perspective is the way to go, at least for now. So, this is my site. I’m D. H. McKee, a sometimes artist, sometimes writer. Mostly just a guy on the internet.