Tenn.'s Gibson promotes guitars in virtual world

The Nashville company is following the trend of other companies such as IBM and Nissan North America, which have set up venues on the Second Life online community for consumers to interact with their products in a virtual 3-D world.

Gibson launched its own island Wednesday in the virtual realm shaped like a Les Paul guitar rising from the ocean. Professional musicians streamed their music with virtual performances on the island's stage.

Island visitors like Ellen Olhsson of Nashville picked up one of several virtual guitars she owns and watched videos of artists performing with Gibson guitars.

Olhsson is one of more than 14 million people who are part of Second Life. Olhsson said on Second Life she is a 24-year-old female hipster named Truelie Telling.

"It's beautifully designed and really well balanced between the practical and imaginative," Olhsson said of Gibson's virtual presence during an interview that took place online in Second Life. "It's real fun. It tickles my imagination and makes me want a Gibson guitar."

Mike Lawson of Metaverse Media Group, which designed the island for Gibson, said Gibson could gain new consumers who may want to buy a real Gibson after owning a virtual one.

"We want it to be fun for musicians, and everyone working on it is a musician," Lawson said.

In general, it costs $1,000 to set up an island and there is a monthly charge of $295 in land fees, according to Second Life's Web site.

The company is giving away the virtual guitars for free, but Lawson said there are fake versions of virtual Gibsons available that range from $1.50 to $13 in real cash.

A real-life Gibson guitar can sell for well over $4,000, and in some cases much higher.