Second Life, H&R Block and Virtual World Affiliate Marketing

H&R Block is entering the metaverse of Second Life with their own island and a number of virtual trappings. Rather than make a series of lengthy statements on the emerging importance of virtual worlds and their impact on our existence I will offer up part of the H&R Block press release for readers to digest. It is important to see where H&R Block makes use of “affiliate marketing” as many know it in its traditional form; as well as tapping the importance of “community and relationships”. I often hear affiliate marketing is “all about relationships”, to the point where it is almost rhetoric. However, when it comes down to defining “affiliate marketing” it is often based on deal structure and not the nature of relationships…

With that said, examine the release, and look for the components or extensions of affiliate marketing as it is applied in a “virtual world”. The connections are very clear.

Visitors to H&R Block Island will experience a new virtual tax world as they arrive at a landing point dotted with welcome signs, maps and other navigational tools, including:

– A virtual H&R Block tax experience where real life tax professionals will be available in avatar form to answer tax-related questions free of charge. H&R Block’s virtual tax advisor avatars are named Hope Bechir and Rex Philbin. Hope and Rex will hold office hours in Second Life from 6-7 p.m. PDT on Tuesdays and Thursdays starting March 13 through April 17, 2007.

– A main auditorium where visitors can watch a video describing the development of H&R Block’s revolutionary innovative new tax preparation product, Tango ( www.hrblock.com/tango), as well as attend other in-world activities.

– An exclusive H&R Block Tango product bundle that costs 100 Linden Dollars and includes:

– A special code that provides access to the new Tango product, which retails in the real world for $70.

– A variety of virtual scooters to tour H&R Block Island, virtual dancing shoes that allow users to do a tango-style dance when worn, and other Tango avatar apparel.

– A program that will enable Second Life residents to earn Linden Dollars by helping to market H&R Block’s Tango product bundle on their own virtual property.

H&R Block will plan events and new activities in Second Life on a regular basis throughout tax season and during the off-season as well. The company will continue to expand and refine its Second Life presence through active engagement with the community.

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