Download, the Live Nation heavy metal festival, is inviting punters to take part in a virtual treasure hunt on Second Life, to win a signed (Epiphone) guitar.The activity exploits the festivals mascot, Download Dog, buy getting users to follow a trail left by it. Stuart Galbraith, festival director, said “Having the Download Dog integrated into Second Life is a fantastic opportunity for both communities to interact and bring the Download Festival to a worldwide audience.”
Which is interesting for a couple of reasons. Firstly, I really doubt that Downloads audience are SL users so unless there are plans to host an online version of Download (as the BBC have done). Secondly, the prize of an Epiphone guitar is pretty poor, given that very few of the acts on the Download bill use this brand (its a ‘budget’ version of Gibson).