The short version

Michael Donnelly predicted on July 1, 2007: “On Coke's Second Life presence: Many places you go, there's still nobody there... But my job is to invest in things that have never been done before. So Second Life was an obvious decision.” Verdict: Missed it. At least 50 major brands spent millions in Second Life; within about 18 months the brand-activation…

Prediction by

Michael Donnelly

On July 1, 2007

“On Coke's Second Life presence: Many places you go, there's still nobody there... But my job is to invest in things that have never been done before. So Second Life was an obvious decision.”

Follow-up

At least 50 major brands spent millions in Second Life; within about 18 months the brand-activation wave had collapsed and virtual-world marketing was written off for over a decade. (Date shown is month-accurate.)

From the High Caliber AI network — see the AI for PR module in the course.