Second Life, the new strike headquarters?

Large companies like L’Oréal, Hewlett-Packard and Unilog already have a presence on Second Life, with sales, test products and even recruiting taking place. The game could well turn against them, however, because on September 27, this 3D universe experienced the first virtual strike ever organized.

Union Network International (UNI) was behind the initiative. Their reason: a salary dispute between IBM Italy and its employees. And this summer, several examples of inappropriate behaviour by its employees on Second Life prompted IBM management to publish "virtual worlds guidelines." Several months after this "incident," this unprecedented strike movement marks a new virtual stumble for the computer giant.

A strike headquarters, banners and slogans. . . UNI had everything lined up for cyber sympathizers to show their support. And after one month of preparation, the event succeeded in attracting 1,850 avatars from 30 countries.

According to Big Blue, these virtual protests have not had much of an economic impact. The company could well have done without the publicity generated by this first technological premiere, however.

Are the days of marching in the cold and road blocks numbered? Strikers and demonstrators could now opt to protest seated comfortably in front of their computers. The parallel universe of Second Life has definitely not finished shaking up the business world!