The World Gold Council Caps its May is Gold Month Second Life Campaign with Interactive Virtual Event

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Following a month of promotion in Second Life, the innovative virtual world presence for the World Gold Council wraps up this weekend with an interactive event focused on the bridal season. The World Gold Council has introduced new virtual jewelry designs to thousands via their month-long interactive Second Life presence.

It has been Moderne's pleasure to work with the World Gold Council and create another successful Second Life program. We cherish the opportunity to utilize this interactive space and help them turn virtual branding into real world business.

The World Gold Council, a relative newcomer to the Second Life virtual world, will be holding its third and final May is Gold Month virtual event this Saturday, May 30th, capping a month-long promotional presence in the virtual world. Having already executed two successful events through partner agency Moderne Communications, the finale event is scheduled to take place this Saturday at 2pm SLT, or Second Life Time (equivalent to U.S. Pacific time), on Moderne Island in Second Life.

Through the Second Life program, the World Gold Council seeks not only to make a lasting virtual footprint with their brand, but also to drive real world awareness for the value and preciousness of gold. The Second Life presence also promotes participation in the May is Gold Month Sweepstakes. Event attendees are greeted with relevant real world information on Gold as well as virtual world jewelry designs created especially for the engagement, helping to join the interactivity of Second Life with the effectiveness of web marketing to generate offline sales and awareness.

The first of World Gold Council's events, the Make Mom Golden event, was Mother's Day-themed and drew hundreds of unique visitors over the course of the three hour event. Visitors received free virtual gold jewelry designs in various shapes and sizes. Even greater success was achieved by the second event, drawing several hundreds of visitors for the Graduation-themed event. Here, World Gold Council and Moderne Interactive, the digital division of Moderne Communications, released additional unique virtual jewelry pieces that were awarded to avatars in attendance.

Saturday's event will feature a Golden Couples theme, geared toward newlyweds, soon-to-be newlyweds and also those couples - both real and virtual - that have been together for some time. Once again, exclusive virtual jewelry will be made available. Additionally, there will be a Second Life sweepstakes wherein residents of the virtual world will have an opportunity to win 20,000 lindens (the virtual world currency of Second Life). Second Life residents have been submitting personal stories to enter the Golden Anniversary Couple Contest explaining why their love will endure through their golden anniversary (50th.) The winning couple will receive the contest prize.

World Gold Council Jewelry PR and Promotions Manager Duvall O'Steen has been very involved and enthusiastic about the events. Regarding the Second Life endeavor as a whole, she noted, "Creating an opportunity for consumers to interact virtually with gold jewelry in a viral environment, while simultaneously communicating the emotionally evocative and enduring value of fine gold jewelry, adds a unique perspective to jewelry marketing on the web. We are excited to offer such a virtual interactive forum to get people talking about, trying on and sharing their favorite stories about gold jewelry." Moderne Communications' Chief Strategist Leigh Rowan added on by saying, "It has been Moderne's pleasure to work with the World Gold Council and create another successful Second Life program. We cherish the opportunity to utilize this interactive space and help them turn virtual branding into real world business."

For more information on the World Gold Council May is Gold Month virtual world presence, please visit Moderne Island in Second Life. For more information on the World Gold Council, please visit their website,

About Moderne Communications, Inc.:
Moderne Communications, Inc. is the original non-traditional advertising agency. Via effective Events, Social Media and Multicultural Marketing Programs, Moderne is committed to creating effective programs that reach target audiences with right message, at the right place and time, when they are most likely to engage. Moderne Communications achieves its motto of "Reach Anyone Marketing" with its three operating units - Moderne Promotions, a nightlife and event marketing specialty firm; Moderne Interactive: a digital agency serving Web 2.0 and virtual worlds; and Moderne Mosaic: a multicultural media company focusing on urban/neighborhood media and college/total consumer market programs. Moderne's client list includes McDonald's, Adobe Systems, the Ontario government, Heineken, the World Bank, Nestle, and many more. Moderne is headquartered in New York and maintains an office in San Francisco. For more information please see

Source: Moderne Communications, Inc.


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