Home > Articles > Business & Management

Other Glimpses of Second Life Use

Web Exclusive. This article is companion content for The New Language of Marketing 2.0: How to use ANGELS to Energize Your Market, by Sandy Carter. Visit ibmpressbooks.com/angels to learn more about this release and access additional bonus content.
This chapter is from the book

In the spring of 2008 Congressional hearing on online virtual worlds, Colin Paris, vice president of Digital Convergence for IBM, spoke of the potential IBM sees for virtual environments: “With the global transformation of enterprise and government processes made possible through the use of virtual worlds, we envision both an increase in entrepreneurial activities and growth in current business. Over the past decade and a half, the Internet has taught us there will be a new generation of companies created that provide business and consumer value with this new technology and interactive model. We will also see current businesses remaking themselves to engage in these opportunities and prospering as a result. There will be opportunities to create new virtual worlds and environments to augment and redefine marketing and commerce, to support virtual collaboration and events, to integrate them into real-world events, to drive new modes of training and education, and to change and streamline business process management and operations.”

IBM CODESTATION Sponsored by IBM Rational®

“One of the most compelling aspects of Second Life is that it is created by its inhabitants. IBM Rational Software works in Second Life to further this creativity with its IBM CODESTATION island. CODESTATION was created with developers in mind,” explained Cheryl Elliman, worldwide advertising manager, IBM WebSphere® and Rational Software. “Developers want to create and share within the community. CODESTATION provides a venue for them to create code and then share it with each other in the CODESTATION Code Library.”

CODESTATION is also home to a coder’s labyrinth where developers race a “bot” through the maze and avoid bugs to get a high score competing against themselves or other developers. After they’ve mastered the basics, they can test their Second Life scripting skills to enhance the bot and improve labyrinth navigation. “What we are doing with CODESTATION is an extension of our approach in the real world,” said Elliman. “In the real world, with open-source and Eclipse-based development resources, IBM is a contributing partner in bringing about more efficient and reliable coding resources. CODESTATION is extending that approach in a virtual world.”

This Second Life Island also has a pavilion where events are held. In fact, CODESTATION is viewed as a general meeting place for the Second Life development community. “It’s not a proprietary IBM place,” says Elliman. “We envisioned it more as a gathering place for all Second Life coders and First Life developers.” In fact, IBM chose to work with other developer programs to populate an Archipelago in Second Life meant specifically for developers instead of putting it with all the other IBM islands. This creates a broader sense of community for collaboration.

To build interest in CODESTATION, Rational launched the Sentinel 2.0 Coder’s Challenge, which ran the Summer of 2007. It was kicked off with a series of four teaser machinima videos that told the story of an evil villain, Double Bad Bugra, who had invaded CODESTATION and destroyed Sentinel, the hero who protected CODESTATION. Sentinel’s body parts had been scattered around Second Life, and the coders were challenged to go find the body parts, reassemble them, and code them to be even stronger using the Second Life scripting language. The final challenge was for the top rebuilt Sentinels to compete against the villain in a final match. More than 900 developers completed all five rounds of the challenge to be eligible for the final match, which was immortalized in a video starring the winning Sentinel and voiceover of the winning contestant, as well as credits thanking all that participated. The challenge was promoted on ibm.com/developerWorks, YouTube, kiosks throughout Second Life, and through e-mail and viral marketing on other developer-focused Web sites and blogs. CODESTATION is also home for the virtual conference that runs in parallel with the physical Rational Software Development Conference in 2007 and 2008. According to Kathy Mandelstein (also known as Kat Dancer), director of worldwide marketing programs for Rational, “Last year we had more than 1,000 virtual attendees who attended the opening night party we cohosted with Dr. Dobb’s Development Journal, watched daily video keynotes from the conference, and visited virtual demos. We also had Grady Booch, IBM Fellow and founder of Rational, attend the conference virtually from Second Life both in world and in the real world because he was on the other side of the world celebrating his twentieth anniversary that week.” Scott Hebner, vice president of Marketing (known as Hebs Heberle) and emcee for the event joined Grady in Second Life during the conference keynote and then came back to real life on stage later in the presentation. “This was the first time we have tried intertwining virtual worlds with the real-world conference, and it proved to be a real success and a lot of fun for both the virtual and real world attendees,” says Hebner.

Mandelstein goes on to say, “This year we took it one step further by completely integrating our R-Heroes conference theme into our virtual conference on CODESTATION.” A series of graphic novel-style machinima videos chronicling the members of the R-Heroes team, who are superheroes based on members of the development team who collaborate to overcome the challenges of software delivery, were created in Second Life using R-hero character avatars. Three trailers were used to promote the conference, as well as new episodes with cliffhangers featured each day of the conference. In the first month of promotion, there were more than 2,000 views of the trailers. Tobring the theme to life in the virtual conference, the R-Hero avatars also hosted “Meet the Experts” sessions for their area of expertise on CODESTATION during the conference. Rational also celebrated its five-year anniversary at IBM with a virtual birthday party in Second Life hosted by Grady Booch. Booch is also sponsoring an IBM Research project called Project

Bluegrass, incorporating a virtual world interface into the Jazz Technology Platform, which all of Rational’s future products will be based on.

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020