Comments on: Why You Can’t Buy a Heineken in Second Life

By: Heineken sends up SL/virtual worlds? - SLUniverse Forums

Heineken sends up SL/virtual worlds? - SLUniverse Forums — Tue, 20 May 2008 12:09:15 +0000

[...] Heineken sends up SL/virtual worlds? After Heineken rejects entering SL they instead send it up. Why You Can’t Buy a Heineken in Second Life [...]

By: Why Heineken won’t be seen in SL | Digado

Why Heineken won’t be seen in SL | Digado — Wed, 28 Nov 2007 13:15:58 +0000

[...] Delaney, a self proclaimed metaverse nay-sayer, has posted a brief summary of why the Dutch beer brand Heineken will not enter Second Life (yet). As I red it I found myself [...]

By: Heineken passes up advertising inside SL » VTOR - Virtual TO Reality

Heineken passes up advertising inside SL » VTOR - Virtual TO Reality — Tue, 27 Nov 2007 05:16:11 +0000

[...] for example their social responsibility concerns: It didn’t sit very easily with the company’s [Corporate Social Responsibility] policy. [...]

By: Ian Delaney

Ian Delaney — Fri, 26 Oct 2007 15:29:48 +0000

Thoroughly recommend that readers follow Neville’s link and listen to the podcast. We come in at around #546. FIR is always good value and his ~~readers~~ listeners will be continuing the conversation over there.

By: Neville Hobson

Neville Hobson — Thu, 25 Oct 2007 22:44:00 +0000

Good points, Ian.

Talked about your post and our comments in today’s FIR podcast. Wonder what listeners will have to say.

http://tinyurl.com/37ajjf

By: Second Life News for October 25, 2007 « The Grid Live

Second Life News for October 25, 2007 « The Grid Live — Thu, 25 Oct 2007 03:07:55 +0000

[...] Why You Can’t Buy a Heineken in Second Life I’ve always been a bit of a sceptic about Second Life (posts passim, and I mean in its utility as a marketing vehicle for brands), and I won’t pretend otherwise despite a day of inspiration and intelligence at the Virtual Worlds Forum. Yes, I now understand a bit more about why brands have been investing in the network and am prepared to say that this is probably not quite such a terrible thing as earlier posts might have suggested. Some of the other virtual worlds such as Stardoll, Habbo, Eve and Entropia seem very interesting indeed. [...]

By: Ian Delaney

Ian Delaney — Wed, 24 Oct 2007 21:10:26 +0000

That’s really interesting, Neville. But maybe there’s another aspect to their strategy, that wasn’t revealed in the presentation. That they were aware of the unofficial produce and therefore not entering themselves allows them to gain all (or a lot of) the awareness but with none of the risk or cost?

I take your point regarding your worries, but isn’t that a bit ‘controlling the message’ for an SL existence?

By: Neville Hobson

Neville Hobson — Wed, 24 Oct 2007 20:41:00 +0000

Terrific post, Ian, thanks.

Heineken beer is actually widely available in Second Life (I have a virtual crateful of those green bottles and cans in my inventory!).

While I can understand the company’s cautious stance on not entering SL themselves based on your reporting of their views, I wonder if by that action they are missing a major trick with regard to their own brand positioning.

Heineken aren’t part of the SL environment but their primary brand is anyway. That would worry me more than all the reasons for not participating.