I came across a press release dated August 23rd from Coldwell Banker Australia, touting its win of an innovation award, partly for its Second Life presence. To quote from the press release:

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COLDWELL BANKER’S USE OF ONLINE VIDEO AND ENTRANCE INTO SECOND LIFE® EARNS “MOST INNOVATIVE FRANCHISE” TITLE

HOPE ISLAND,QLD. (August 23, 2007) – Coldwell Banker Australia is pleased to announce that Coldwell Banker Real Estate LLC has won the 2007 Inman News Innovator Award in the franchise category. The announcement was made at the Inman Real Estate Connect Conference in San Francisco, just one day after Coldwell Banker® made history by being the first national real estate brand to market a real home in the virtual 3-D world of Second Life. Inman News is a
leading independent real estate Web site and media news service.

Mr Alex Caraco, chief executive officer of Coldwell Banker Greater Australia said, “Coldwell Banker has a long and distinguished history of keeping up with customer’s demands in regards to property information and innovative forms of consumer control, this award recognizes that we have become “the next generation” real estate brand” Coldwell Banker entered the second phase of its involvement in Second Life recently when it unveiled a 3-D reproduction precisely matching the specifications of a newly constructed $3.1 million home in Washington, currently listed for sale by Coldwell Banker. Users can visit www.coldwellbankervirtualhome.com for immediate access to the “real world” home and to Second Life.

Previously, Coldwell Banker became the first national real estate company to open a virtual headquarters on Second Life and in March began selling 500 virtual homes to Second Life members.

“Second Life is a great example of our willingness to explore new channels,” said Charlie Young, senior vice president of marketing for Coldwell Banker Real Estate LLC. “We are gaining insight into the potential of 3-D as a marketing vehicle and learning how a tech-savvy consumer wants to interact with the brand prior to even contacting a sales associate.”
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Of course, Coldwell have been in SL since March but I thought I’d contact the Australian contact listed in the press release to ask what the Australian operation’s involvement was with SL. The response was:

“Coldwell Banker Australia at this stage is not involved in Second Life , the media release was an announcement of the brand’s initiatives.”

Here’s a perfect example of a subsidiary attempting to look innovative by riding on the coattails of a parent company. It’s one of those examples where there’s zero interest in engaging with SL residents and maximum interest in hyping the perception of innovation.