The iVillage Loft
in Second Life

As part of a national TV, outdoor and online branding campaign, women's portal iVillage has launched a presence in virtual world Second Life - but unlike many other in-world campaigns, the strategy driving the NBC-owned site's is based on the actual dynamics of the community.

On December 14 and every two weeks thereafter, a local resident will curate a "girls' night out" inside Second Life, with a group of avatars that will congregate at the iVillage loft on Sheep Island, developed by ElectricArtists, writes ClickZ.

"To be able to go into a virtual world and enable the avatars to communicate, to get together, for us is wonderful," said Linda Boff, CMO of iVillage Properties. "This was a way to promote connection, to do it in a way that's really what Second Life is about."

Other elements of the iVillage national campaign include an SL-related blog, four TV spots, outdoor advertising and banner placements. The broadcast executions show women dealing with humorous or exasperating public situations, then discussing them online at iVillage.

The effort coincides with the launch of "iVillage Live," a new talk show that will be simultaneously broadcast and streamed online.