• The New York Times, Thursday, October 19, 2006 12:45 PM

More than 30 companies are working on projects for Second Life, an online virtual world with more than 1 million participants that enables computer users to create a new and improved digital version of themselves. But now the fake world is taking on a real-world twist: big business interests are intruding on digital utopia. Real companies populating the world of avatars that fly around, walk underwater and look like anything they wish include Sony BMG Music Entertainment, Sun Microsystems, Nissan, Adidas/Reebok, Toyota and Starwood Hotels. They sell digital as well as real-world versions of their products.

This week, performer Ben Folds is pushing a new album with two virtual appearances--one promotes Starwood Hotels and Resorts; the other promotes Sony BMG's Media Island. Nissan, meanwhile, is introducing a gigantic vending machine that dispenses cars people can "drive" around.

Steve F. Kerho, director of interactive marketing and media for Nissan USA, says the marketer is just following its consumers. "But there has to be something in it for them--it's got to be fun; it's got to be playful," he says.

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