Viral Goes Virtual with Web 2.0

One of the hottest topics at the UBS Global Media and Communications Conference in New York is Web 2.0, according to MediaPost. No big surprise there.

The article notes that to speakers at the conference, Web 2.0 sites are so interesting because they take online marketing to next level of interactivity, where users are actively involved with each other, sharing their opinions and virally spreading messages about brands. It’s easy to see why it is so important to engage these consumers—they are shaping your brand’s reputation online.

Adidas, for one, has a shop in popular virtual world Second Life selling virtual sneakers to residents.

While the article says Adidas has sold an insignificant amount of virtual shoes on the site, residents have spent plenty of time generating real buzz for the shoes, both within the Second Life and via other online outlets. In fact, some Second Life residents have posted photos of their avatars wearing the sneakers on photo-sharing site Flickr.

This is a great example of how to enable brand loyalists to promote their brand of choice by using cool new applications of Web 2.0 technology. How are you using technology to create buzz about your brand?