A Brazilian carrier, TAM, will soon become the first airline to establish a presence in the online virtual world Second Life.
The game allows users to interact with each other using avatars and has millions of players (or “Residents”) around the world.
It also presents a significant business opportunity as gamers can purchase items using the game’s currency, Linden Dollars – for example, Dell sells computers in the Second Life universe.
Now TAM has announced its intention to begin flights as a way to promote itself. It will jet Residents off to Second Life islands called Milan, Paris, New York and England – places that correspond to the airline’s real-world air services.
Second Life avatars are actually able to fly on their own, but a TAM spokesman explained that the airline would fly them free of charge and offer frequent flyer miles, as well as gifts such as clothes or virtual aircraft.
“It’s more of an institutional marketing tool, for people to learn about the airline’s destinations, and for us to be present in this new online fever,” he said.
A TAM lounge will be created on the game’s Berrini Island, where players will be welcomed by a virtual pilot and flight attendant.
As of September last year, Second Life was reported to have a GDP of $64 million (
