Does it sell tomorrow? No.  Does it sell cars a month from now or a year from now? Yes.  We're talking about Motorati Island in Second Life.

 Pontiac Second Life Case Study
Leo Burnett Detroit helped its Pontiac client launch a presence in Second Life in November. Pontiac’s launch of its six-region land mass called Motorati Island began with a twist–an offer of free “land” for Second Lifers to create a vibrant car culture within the community. Staying true to the spirit of Second Life, which empowers members to build the community, Pontiac has provided parcels of land around Motorati Island to Second Life entrepreneurs and artists who wish to create their own projects devoted to car culture. This session will give attendees an inside glimpse of how Motorati Island came to be, and key learnings from being a major marketer in Second Life.
- Tor Myhren, Executive Vice President, Executive Creative Director,
   Leo Burnett Detroit

Counting Clicks is not necessary the best way to build a Brand.  A Brand is a point of view, you either buy it or you don't.  We've sold 7,000 Pontiac's in Second Life but how many have we sold in real life?   I have not f….king Idea - says Tor Myhren; but that's not the point, he says.  It's old school Branding campaign run in a new way and the results have been very good in getting awareness.

ROI - I know we measure all kinds of things ….because we can, but that's not what drives the Brand.  I don't think we're doing this for an immediate ROI.

There's a portal called Motoratilife.com where you can hear about what is going on in Motorati Island and also join Second Life directly from the site.

Now, people ask us …. your not building Pontiac's on Motorati Island and your getting other people to come to your island and do their own thing (and sell other cars even) - how can you call that Branding?  Tor answered his own question by saying that Branding now is now more like "Curating" and you no longer control your brand - you "moderate it".