HYPERtext linking technology and communications

Situation Analysis

In 2006, The MacArthur Foundation, one of the largest private philanthropic foundations in the U.S., announced funding to build the field of digital learning. The MacArthur Foundation Digital Learning Initiative was launched at a press event and panel discussion and was simulcast in the virtual world. Holding the event in the 3-D virtual world of Second Life (SL) positioned The MacArthur Foundation as an innovator in the field of digital learning and extended the event’s reach to those who would be most affected by the initiative: educators and students. In addition to generating media coverage for the launch, the SL component enabled The MacArthur Foundation to form direct, interactive connections with the groups that the organization ultimately seeks to benefit.

Execution

Text 100 leveraged its peer media expertise to identify prominent SL residents, bloggers and other influencers in the education community whose support could position The MacArthur Foundation as an innovator in the field of digital learning. Invitations were sent to the target list and outreach was made via SL groups, blogs and e-mail to secure attendance.

The announcement event was simulcast to the Teen SL grid, in addition to the main SL grid, so that kids—the potential beneficiaries of the digital learning initiative—could also participate. With 65 SL avatars present, the house was full. Images from SL were displayed on a large screen behind the panel and Text 100 coordinated a Q&A session that allowed the audience in SL to ask questions to the panel and hear the answers via live streaming video.

Evaluation

The virtual world platform transformed an exclusive, primarily media-focused event into a community-building opportunity that effectively positioned The MacArthur Foundation as an engaged, informed authority in the field of digital learning. The MacArthur Foundation Digital Learning Initiative launch received a highly enthusiastic response from real life and SL participants and successfully positioned the organization as a visionary and innovator in digital learning.

The organization’s use of the SL platform unmistakably enhanced PR efforts and led increased media attention. The launch achieved almost 100 print and online stories, with one-third of those mentioning the SL component. The SL story angle was particularly resonant in other peer-to-peer media, such as blogs. Furthermore, the SL event created assets for the blogosphere, including a machinima, transcript and images from the event that could subsequently be shared with traditional media.