"I am a god," this is how Philip Rosedale, the founder of the new world Second Life, sees himself, at least from a creative standpoint. Due to the fact that this new world has been experiencing a boom phase since early 2006, which is encouraging more and more companies to participate, the author Judith Will aims in this work to design a virtual company for the medium-sized brewery Hübner Bräu in Steinfeld. This is preceded by an examination of the marketing conceptual possibilities both in the classical sense and in relation to the new opportunities arising from increased internet usage. Through an in-depth presentation and analysis of virtual worlds in general, the profitability for medium-sized businesses to engage with new media is highlighted. Second Life serves as a prime example and reveals weaknesses associated with a long-term presence in such a world. Finally, there is a discussion of the extent to which this virtual trend has a future. The book is aimed at marketing professionals, those interested in new media, and all medium-sized enterprises.