Dell Virtual Campus
Client Profile and Challenge
It was 2006 and Dell’s latest campaign was “Purely You“. Customers could call or go online and custom design their computer exactly the way they wanted. Commercials took the viewer inside the factory where it was all about them and what they wanted to do with their new technology. Second Life was also a big draw for large corporations wanting to connect with their customers and Dell was one of the first major brands to do exactly that.
It was 2006 and Dell’s latest campaign was “Purely You“. Customers could call or go online and custom design their computer exactly the way they wanted. Commercials took the viewer inside the factory where it was all about them and what they wanted to do with their new technology. Second Life was also a big draw for large corporations wanting to connect with their customers and Dell was one of the first major brands to do exactly that.
Solution
The Dell Campus consisted of three main areas. First a little history with the museum, where visitors walk through a replica of the dorm room where Michael Dell got his start. Then, off to a larger-than-life computer tower and laptop to learn about the inner workings of the technology included in a Dell. Finally, a stop in the Dell factory which featured so prominently in the commercials that year. Users customize their virtual computer to their interests and “purchase” it with Lindens (the Second Life currency). If they’re in the market, they can even export those specs to dell.com where they can purchase the actual computer – for actual currency of course.
The Dell Campus consisted of three main areas. First a little history with the museum, where visitors walk through a replica of the dorm room where Michael Dell got his start. Then, off to a larger-than-life computer tower and laptop to learn about the inner workings of the technology included in a Dell. Finally, a stop in the Dell factory which featured so prominently in the commercials that year. Users customize their virtual computer to their interests and “purchase” it with Lindens (the Second Life currency). If they’re in the market, they can even export those specs to dell.com where they can purchase the actual computer – for actual currency of course.
Results
The opening of Dell Island included a press conference for journalists and a grand opening for all members of Second Life. It was widely covered by news outlets and bloggers. Dell secured a place in virtual history alongside other well-known brands that were willing to take a chance on virtual reality.
The opening of Dell Island included a press conference for journalists and a grand opening for all members of Second Life. It was widely covered by news outlets and bloggers. Dell secured a place in virtual history alongside other well-known brands that were willing to take a chance on virtual reality.
Media
- Dell to Sell PCs on Second Life by Natali T. Del Conte, PC Magazine
- Dell Inhabits Second Life by Brian Morrissey, AdWeek
- Dell Gets a Second Life by Lionel Menchaca, Dell Community
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