Second Chance Tree Project Takes Reforestation from Virtual World to Physical World

The Challenge
1) How do we, a social media agency, effectively enter and gain acceptance within Second Life?
2) How do we overcome "donor fatigue" and demonstrate the power of virtual worlds to positively impact a "real world" socially-responsible initiative on behalf of a reforestation non-profit partner, Plant-it 2020?

The Concept
Converseon took a cultural anthropological approach by spending a year in Second Life understanding the culture, language, ethos, and key concerns and perceptions of its residents and establishing relationships with community "elders." We recognized that global environmental issues were paramount and were "social glue" for the community.

For Plant It 2020, a Second Life presence allowed supporters to form a deeper and more meaningful relationship with the charity by virtually participating in a socially responsible activity in an educational and highly immersive environment.

Implementation
At Converseon's rainforest themed SIM, Second Chance Trees Island, Second Life residents can purchase and plant a virtual copy of an endangered rainforest tree for 300 Linden Dollars (about $1.50). In turn, this triggers the planting of a corresponding tree in endangered rainforest regions in the real world.

The Second Life island was supported by a comprehensive social media strategy involving the use of key web properties such as Flickr, YouTube, MySpace, Newsvine, and targeted blogger outreach.

Success
- Second Life residents took ownership and evolved the project by creating their own experience with the island (such as adding notes to the trees to dedicate them to loved ones)
- Thousands of avatars have visited the island, purchasing hundreds of trees
- Lauded by more than 100 influential environmental, technology, Second Life and marketing blogs, as well as the Financial Times and CNN.
- Selected as the only social media initiative among the 50 finalists in the $5 million American Express Members Project competition.

Credit Information
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Client: Plant-It 2020
Agency: Converseon
Budget: Undisclosed
Date of Campaign: 2007
Case Study URL: http://www.secondchancetrees.org