It’s actually uncomfortable discussing this again (although I can’t find direct reference on this blog, it’s been mentioned elsewhere): the Lids Off jar opener I originally designed for Applica who license the Black & Decker brand, and which I recreated inside Second Life‘s virtual space; a “transreality” product. The object also included a link to the relevant page on the B&D e-commerce site … which has apparently now graduated to its own domain, lidsoff.com {dead link as of Nov 2008}. That was so residents could see the real product demo videos and place their order if interested.

I presented the idea of using this virtual product as a viral marketing tool to a former co-worker and the marketing person in charge of the category, but for whatever reason, he didn’t think it was worth his time to consider. That’s life.

Why revisit this now? Because Networked Performance has an entry (Link) that reminded me of it. From the reblogged post:

Automakers, for instance, might conceivably post their parts catalogs in the virtual world of Second Life, a pixilated 3D online blend of MySpace, eBay, and renaissance fair crossed with a Star Trek convention. Second Life participants”who own the rights to whatever intellectual property they create online”will make money both by using the catalog to design their own cars in cyberspace and by selling their online designs back to the manufacturers, says Danish economist and tech entrepreneur Nikolaj Nyholm.

Maybe now the idea will get some serious consideration. Only it won’t be Applica getting free PR for trying it. Even if they wanted to, the company is apparently up for sale. I’d no longer be interested, and should probably be glad this idea isn’t associated with a failing company.