Introduction The Internet is an important part of the marketing industry today. By using Internet resources, companies can reach a larger audience than traditional marketing and do so more quickly and cost-effectively. Second Life, (SL) owned by Linden Lab, was founded ten years ago and is a leading 3D virtual world software platform. It provides virtual world, virtual life exploration and real life simulations in cyberspace. The virtual world is a simulated web-based environment in which a user can participate via a virtual representation, called an "avatar", who is provided with tools to view, navigate and modify the space of the virtual world and participate in its virtual activities. (Second Life, 2009). SL offers a new arena for creative advertising methods and mechanisms. This report examines SL's 'virtual' marketing plan for the Vauxhall Car Company. Phase 1 Branding and identity of Vauxhall cars • Background and branding strategy Vauxhall is owned by General Motors (GM) and is the second best-selling car brand in the UK. (MBASkool, 2008) The brand refers to "economy and functionality, family and fleet cars" (Rohrer, BBC, 2009). The main target group is upper-middle and upper class families in a predominantly urban population. The main market segmentation is that of "families looking for affordable and reliable cars". Vauxhall is a heritage British brand, but it caters to the masses. The main competitors are Toyota, Nissan, Ford, Honda and Hyundai. (ibid).Kotler (2001) defines a brand as a complex symbol that can convey up to six levels of meaning as attributes; benefits; values; culture; personality and user. The table below illustrates the six levels of the Vauxhall brand. It is based on Coomber (2006); self-evolution (...... middle of paper ...... ffed by avatar. This entertainment-based platform is now very popular. It provides a powerful new marketing tool for a company to develop its brand into a virtual world. This report examined a virtual market development process; the real case of the Vauxhall Car company. Each stage of the process has a specific development concept. The company uses an integrated marketing mix, with digital, social media and traditional advertising methods. This mix of marketing tools serves to support its main marketing strategy. Virtual marketing is a new phenomenon. There are some interesting success stories in the virtual market. It is easy to enter and helps build the image of the brand in step with the times, ahead of its time. This will not succeed on its own, but it has become a growing and increasingly essential part of the integrated marketing mix.