Task Six: A Plan for the Implementation of Virtual Worlds into an Organization

MasterCard lost great sums of money prior to the development of their Priceless campaign in 1997. Their monetary losses were occurring because the company had grown to be a worldwide corporation-but their poor organizational structure couldn't support effective worldwide communication.

Prior to 1997, MasterCard supported different promotions and advertisements in every country. Because MasterCard communicates with 96 countries in 45 different languages, neglecting to develop one campaign for their company resulted in company losses. The Priceless campaign finally created a strong and cohesive movement towards better communication with consumers.

Ten years later, after successfully becoming an industry leader, what else can be done to improve communication? Some companies are turning to technology and utilizing virtual worlds like Second Life. Registered companies include: Adidas, American Apparel, Dell, H&R Block, NBA, Nissan, Samsung, Sears, Sprint, Sony Ericsson and many more. Like MasterCard's Priceless campaign, they are attempting to eliminate divisions that exist within their company. When you're a worldwide industry, getting together to discuss business over coffee isn't exactly convenient for all involved. It's impractical and it's costly to host meetings in one location and expect the world to meet you there…unless a company joins Second Life. In this community, meetings can be held that bring people together regardless of their location.

MasterCard would benefit from a Second Life account because they could host meetings for employees and promote their services to Second Life users. Structurally, it would host an "office" that could be accessed by logging into Second Life. This would give all 96 countries one place to call "home" without actually leaving home at all. In their meetings, they wouldn't have to worry about conference calls or travel costs, but they could take advantage of watching Power Points together and record their discussions. The PR value of creating this office would be fairly high when considering the announcements to presses, customer newsletters, and websites. Staffs could improve their communication through collaboration and staff training seminars. Databases could be developed to track visitors and better position marketing strategies. Second Life could also ,"host permanent 24/7 3D multi-user collaborative and interactive exhibitions– showcase products, play corporate videos, links to website, brochure handouts ," etc. (http://www.nbhorizons.com/benefits.htm). Finally, having a “second life” can be fun. Company morale might be boosted through virtual bonding experiences. All of these things would help MasterCard improve their communication.