The Wizards of Technology

Most of us have real lives, jobs, families, and responsibilities that we juggle everyday as we look forward to that never-ending weekend at the end of the week. We listen to radio, watch television, and a perennial downpour of commercialization, with advertising galore.

More and more of us also juggle a "virtual life" as well. Whether you blog, have a wiki, play World of Warcraft, or have a Second Life, your few moments of "down time" are now being shared with companies that wish to bring their content to you in these places where many hide from "real life."

Cisco Systems is one of such companies. Cisco's "Virtual Campus" inside of Second Life is one of these efforts, with a twist. It provides a forum where information is displayed, interactive media kiosks provide podcasts and other content, and gathering places for virtual events. Even CEO John Chambers has virtually walked across the stage and spoken at the events hosted in this corner of Second Life. This effort is less about advertising and more about education than other efforts seen on the internet these days. It feels right.

Where Cisco has provided a positive space where educational and events occur, other companies will soon be invading your down time with the same kind of advertising that you have been running from in real life.

The question is, "What's next?" Company branded events and advertising in World of Warcraft, Apple branding of podcasts with advertising, or other means?

Ultimately, it is the consumer that determines the success of media initiatives. Attend and support those ideas that you feel comfortable with. Eventually companies will get the message.

Marc Asturias
Wizards of Technology

Disclaimer: Marc is a Cisco employee, but the views contain herein are his and his alone.