Okay, now let me preface this entry by saying that I am usually a HUGE skeptic when it comes to new, cool fads on the web. And for the most part, it has taken me a while to accept that aspects of Second Life will hold lasting value to the business world.

What I do believe will happen is that, just like the internet in the early 2000’s, the Second Life bubble will burst. But what typically happens after these big pops, is that useful and practical ideas will remain; and I think that there are elements of a concept I recently discovered that could have some legs.

For the movie, Smokin Aces, they created a Second Life game that allows you to become an assassin. By going to a hotel, picking up a hit list and weapon, you are on your way to being a trained killer. You can get more details at www.smokinaces.net/secondlife

Why do I think this is interesting? The concept of living out a movie fantasy and truly becoming an alter ego that you could never become in real life, such as being an assassin, is very powerful. It allows people to play out their deviant side that is normally suppressed in real life.

This is different than a normal video game or advergame in that the targets are not a computer generated foe. They are in essence “real people,” and the act of killing someone is much more criminal, just without the consequences of real life.

What does this mean for the business world?

Advergames and “guerilla” branding efforts can be taken to a whole new dimension. In most current advergames, you are playing a character and making that character do something, but it’s not you. In Second Life (or any other virtual world), you are YOU…or at least some projection of the inner you. And that means that YOU are fully immersed in a brand experience. It is a much deeper level of participation and connection with a brand. And isn’t that the whole point of many of these ultra-creative online branding efforts?

So, okay. I’m not quite ready to jump on the Second Life bandwagon, but my eyes have been opened to the possibilities.