RALEIGH, NC—French/West/Vaughan is launching Canada Post’s “Maple Grove,” a virtual city in the online community of Second Life. Maple Grove will be home to real-life retailers including Sears, Brookstone, SkyMall, Toys ‘R’ Us and The Shopping Channel. Online shoppers will be able to visit the virtual city to purchase real-world gifts and merchandise.
“To be successful, it is important for brands to stay engaged with the virtual community long after the excitement of a launch,” says Chris Shigas, FWV vice president. “In Maple Grove, we are conducting a buzz marketing campaign within Second Life, across social media networks and directly through mainstream media.”
FWV has its own virtual office in Second Life and has introduced other clients—including the Global Water Foundation—to the virtual world.