When launching a product suite with “eLearning” in the title, what better a place to hold launch activities than the virtual world? Last week, Adobe launched two new product suites, Adobe eLearning Suite and Adobe Technical Communication Suite 2. This coming week, Adobe will be holding virtual launch activities of eLearning Suite in the virtual world of Second Life. The virtual launch is the work of Moderne Interactive, a digital advertising agency whose practices include “custom and private virtual worlds”. Details of the launch activities planned in Second Life:
Adobe Product Evangelist RJ Jacquez will lead an interactive demonstration from Second Life at Noon Pacific Time (12 p.m. SLT) both days. Jacquez will showcase the powerful features that the new Captivate 4 and eLearning Suite products can offer to education, government, and other communities. In addition to live product demonstrations by Jacquez, Adobe and Moderne representatives will be on hand to distribute free trials of the innovative software, to answer questions, and to direct users to further resources.
At 7 p.m. on Monday and at 4 p.m. on Tuesday, the Adobe eLearning Island will also hold a celebration of Second Life community that will feature resident Second Life musicians and artists who will share their talents with the gathered crowds.
A virtual world is a great place to demonstrate a product – vendors provide a rich, 3D representation of the product (or, in the case of software, a 2D representation of the actual software) and prospects can see the product in action. Prospects may also be able to interact with the product directly. Moderne Interactive and Adobe were wise to provide parallels to a physical launch – such as the free trial giveaways (of the software) and the obligatory musical entertainment.
What’s another neat feature of the virtual world? The ongoing presence. With a physical launch event, you tear down the event once the day is over. Your booth comes down, you bring your product collateral and launch material back to your office and all participants go home. With a virtual launch, you keep your launch material online, making it available 24×7 to anyone across the globe. And that’s precisely what Adobe is doing:
During and after the launch events, Adobe will keep its eLearning Island open to the public to highlight its eLearning Suite and Captivate 4 products via, which launched early this week. The island features several interactive elements meant to educate and entertain audiences about Adobe’s eLearning products. Adobe’s eLearning Island can be reached in Second Life at the following location: http://slurl.com/secondlife/Adobe%20eLearning/38/38/37.
“Educate and entertain” – a great approach not only in leveraging the virtual world, but a best practice for launching a product in general. If you’re a product evangelist (like RJ Jacquez at Adobe), a product marketer or a product manager, I suggest that you learn the logistics and customs of virtual worlds. Pretty soon, your VP Products or CMO may have you supplementing your trade show and physical launches with appearances in the virtual world!
Here’s hoping that Moderne Interactive and Adobe provide some archived footage from their Second Life events for those of us who aren’t able to attend live. After all, when RJ is providing a demo of Adobe Captivate 4, I’m sure someone else can be using that same software (in the real world) to record a screencast for us! Best of luck on a great SL event.
- SLentrepreneur Magazine: Adobe in Second Life: Moderne Interactive Builds Immersive Learning Center for Adobe