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The System/360 was re-created for the popular massively multiplayer online (MMO) game Second Life. 01 / 03 The many colors of the IBM System/360 The IBM System/360 wasn’t just a brilliant all-in-one computer mainframe; it was stylish too. The effort is noteworthy because, while IBM and other customers such as Intel and Toyota have used “Second Life” worlds to collaborate on Linden’s servers, it is the first time Linden Lab. IBM and Linden Lab, which operates Second Life, said Tuesday that have demonstrated virtual world interoperability by teleporting avatars between Second Life and an entirely different metaverse running on an OpenSim server.

IBM recently met in Second Life to discuss the effects of Massively multiplayer online games on business. The initial forays into SL were driven by a group in the UK called Eightbar. A team of IBMers led by Ian Hughes (aka epredator) and algernon spackler (Andrew Reynolds) working out of IBM Hursley near Winchester. Click 'Contents' to see whats included. IBM 2.0 Cyberputer. 100% mesh by LuddePudde SL edit 6 faces ( 1 hidden face behind the screen to preload - optional ).

Case Film

Presentation Image

Product / ServiceIBM WATSON
CategoryD01. Tech-led Brand Experience
Media Placement AUR Tokyo, JAPAN
Production BIRDMAN Tokyo, JAPAN


Doug SchiffGeometry Ogilvy JapanChief Creative Officer
George SugitomoGeometry Ogilvy JapanExecutive Creative Director
Ricardo AdolfoGeometry Ogilvy JapanExecutive Creative Director
Andy FenningGeometry Ogilvy JapanCreative Director
Shintaro HashimotoGeometry Ogilvy JapanAssociate Creative Director
Toshikazu SuzukiGeometry Ogilvy JapanSenior Copywriter
Takashi TsukamotoGeometry Ogilvy JapanSenior Art Director
Ririko TatsumiGeometry Ogilvy JapanArt Director
Kasia GrabekGeometry Ogilvy JapanArt Director
Naoya KataokaGeometry Ogilvy JapanCopywriter
Yutaro NagataGeometry Ogilvy JapanCopywriter
Fumikazu OkajimaGeometry Ogilvy JapanDesigner
Morris KuGeometry Ogilvy JapanCreative Video Director
Natsuki TosaGeometry Ogilvy JapanProduction Director
Junko IgarashiGeometry Ogilvy JapanBusiness Director
Wakaba MikataGeometry Ogilvy JapanAccount Manager
Mitsue LinGeometry Ogilvy JapanAccount Executive
Aki SugawaraGeometry Ogilvy JapanCreative Service Director
Naoko ItoGeometry Ogilvy JapanStrategy Director
Roy Ryo TsukijiBirdmanCreative Director
Masaharu MiyasakaBirdmanDirector
Yuta TogaBirdmanAssistant Director
Yoshihiko AbeBirdmanArt Director
Shoya OzawaBirdmanDesigner
Takeru KobayashiBirdmanTechnical Director
Shudai MatsumotoBirdmanTechnical Director
Takahisa MaedaBirdmanBack-End Engineer
Takumi SaitoBirdmanFront-End Engineer
Naoki AsouhsbsFront-End Engineer
Yoshihiro MiuraBirdmanMotion Designer Camera Technician
Yoko KosinsBirdmanProject Manager
Naoaki KitaharaBirdmanProject Manager
Tamami MaekawaBirdmanProject Manager

Why is this work relevant for Brand Experience & Activation?

Last year, IBM decided to make a concerted effort to contribute towards tackling the aging problem in Japan. In making 'Second Life,' IBM has been able to make a difference in helping thousands of aged Japanese find new meaning in their lives through finding a career path, or one that could be more of a hobby, via IBM technology. To engage with seniors and introduce them to the 'Second Life' algorithm, we created a series of brand experiences and activations in various locations in Japan.


Japan now has the world oldest population with more than 1 in 4 citizens over 65. And with life expectancy at 85, retirees are looking at 20+ years of feeling lonely and unproductive.IBM wanted to put their technological prowess to work, in order to begin to find answers to how seniors could live more productive, happier lives in their later years.The objective was to meaningfully demonstrate IBM's AI abilities; in a tangible way that would bring the foreign company closer to the Japanese people.

Describe the creative idea (20% of vote)

To help seniors find their calling after retirement, we wanted to use IBM's tech prowess and AI expertise.The idea was to create an algorithm that could learn to understand the unique personality traits of individuals. Then, by cross-referencing that data with professional occupation-based data we could see what kinds of positions might be right and satisfying to those seniors. The unique aspect of the algorithm was how it identified personality traits with specificity, leading to possibilities in their future that participants might not have thought of themselves.

Describe the strategy (20% of vote)

We worked with senior organizations, retirement centers and recruited online as well to find seniors interested in seeking a more stimulating future.Fortunately, we found hundreds of seniors who had no fame or fortune. These typical aged Japanese participants more often than not discovered they had interests outside of their occupation, which led to more fruitful occupational suggestions.The youngest group we had as participants were verging on retirement, in their mid-60s, but the oldest were in their mid-90s.

Describe the execution (30% of vote)

After thousands of seniors were recruited, they answered simple questions via their voice, as Watson's AI analyzed and drew connections between a databank of occupations and characteristics, and those participants' personalities.The IBM algorithm cross-referenced occupational data with participants' traits via Watson's deep personality cognitive analytics. The platform has so far helped over 43,000 seniors find a fulfilling path they otherwise wouldn't have identified.

List the results (30% of vote)

The campaign gained over US$3MM in media attention and 46 million impressions—quite a large number for a B2B effort—while helping over 43,000 seniors find passions they never may have been able to identify. In addition, the campaign received a 2020 D&AD Wood Pencil and has been accepted into the 2021 Communication Arts Interactive Annual.

Website URL
SAN JOSE, Calif. - 10 Oct 2007: IBM (NYSE: IBM) and Linden Lab®, creator of the virtual world Second Life® (, today announced the intent to develop new technologies and methodologies based on open standards that will help advance the future of 3D virtual worlds.

IBM and Linden in Push for Open, Integrated 3-D 'Net: Two IBM employees -- represented by their 3-D avatars -- have a discussion prior to a business meeting at the IBM Open Source and Standards office in the virtual world Second Life. IBM and Linden Labs today announced they will work with a broad community of partners to drive open standards and interoperability to enable avatars -- the online persona of visitors to these online worlds -- to move from one virtual world to another with ease, much like you can move from one website to another on the Internet today. The companies see many applications of virtual world technology for business and society in commerce, collaboration, education, training and more.

As more enterprises and consumers explore the 3D Internet, the ecosystem of virtual world hosts, application providers, and IT vendors need to offer a variety of standards-based solutions in order to meet end user requirements. To support this, IBM and Linden Lab are committed to exploring the interoperability of virtual world platforms and technologies, and plan to work with industry-wide efforts to further expand the capabilities of virtual worlds.

'As the 3D Internet becomes more integrated with the current Web, we see users demanding more from these environments and desiring virtual worlds that are fit for business,' said Colin Parris, vice president, Digital Convergence, IBM. 'BM and Linden Lab's working together can help accelerate the use and further development of common standards and tools that will contribute to this new environment.'

'We have built the Second Life Grid as part of the evolution of the Internet,' said Ginsu Yoon, vice president, Business Affairs, Linden Lab. 'Linden and IBM shares a vision that interoperability is key to the continued expansion of the 3D Internet, and that this tighter integration will benefit the entire industry. Our open source development of interoperable formats and protocols will accelerate the growth and adoption of all virtual worlds.'

IBM and Linden Lab plan to work together on issues concerning the integration of virtual worlds with the current Web; driving security-rich transactions of virtual goods and services; working with the industry to enable interoperability between various virtual worlds; and building more stability and high quality of service into virtual world platforms. These are expected to be key characteristics facing organizations which want to take advantage of virtual worlds for commerce, collaboration, education and other business applications.

Ibm Meet Your Second Life

More specifically, IBM and Linden Lab plan to collaborate on:

  • 'Universal' Avatars: Exploring technology and standards for users of the 3D Internet to seamlessly travel between different virtual worlds. Users could maintain the same “avatar” name, appearance and other important attributes (digital assets, identity certificates, and more) for multiple worlds. The adoption of a universal “avatar” and associated services are a possible first step toward the creation of a truly interoperable 3D Internet.
  • Security-rich Transactions: Collaborating on the requirements for standards-based software designed to enable the security-rich exchange of assets in and across virtual worlds. This could allow users to perform purchases or sales with other people in virtual worlds for digital assets including 3D models, music, and media, in an environment with robust security and reliability features.
  • Platform stability: Making interfaces easier to use in order to accelerate user adoption, deliver faster response times for real-world interactions and provide for high-volume business use.
  • Integration with existing Web and business processes: Allowing current business applications and data repositories – regardless of their source – to function in virtual worlds is anticipated to help enable widespread adoption and rapid dissemination of business capabilities for the 3D Internet.
  • Open standards for interoperability with the current Web: Open source development of interoperable formats and protocols. Open standards in this area are expected to allow virtual worlds to connect together so that users can cross from one world to another, just like they can go from one web page to another on the Internet today.

IBM is actively working with a number of companies in the IT and virtual world community on the development of standards-based technologies. This week IBM hosted an industry wide meeting to discuss virtual world interoperability, the role of standards andthe potential of forming an industry wide consortium open to all. This meeting is expected to also begin to address the technical challenges of interoperability and required and recommended standards.

Linden Lab has formed an Architecture Working Group that describes the roadmap for the development of the Second Life Grid. This open collaboration with the community allows users of Second Life to help define the direction of an interoperable, Internet-scale architecture.

For more information about the Second Life Grid visit The Second Life community maintains information about the Architecture Working Group at

Second Life Wiki

About IBM

Ibm Second Life

For more information about IBM, please visit

About Second Life
Second Life is a 3D online world with a rapidly growing population from 100 countries around the globe, in which the Residents themselves create and build the world, which includes homes, vehicles, nightclubs, stores, landscapes and clothing.

The Second Life Grid is a sophisticated development platform created by Linden Lab, a company founded in 1999 by Philip Rosedale, to create a revolutionary new form of shared 3D experience. The former CTO of RealNetworks, Rosedale pioneered the development of many of today’s streaming media technologies, including RealVideo. In April 2003, noted software pioneer Mitch Kapor, founder of Lotus Development Corporation, was named Chairman. Based in San Francisco, Linden Lab employs a senior team bringing together deep expertise in physics, 3D graphics and networking.

Note to editors: Second Life® and Linden Lab® are registered trademarks of Linden Research, Inc.