LONDON—International technology public relations agency Lewis has been appointed as global agency of record for Linden Lab, developer of the acclaimed 3D virtual world, Second Life.
Second Life is an immersive online environment in which subscribers or “residents” can interact with each other, create content, and experience realistic events. Lewis will support Second Life’s ambition to create a thriving community of millions of active residents and will implement an educational campaign helping real-life brands to establish a successful in-world presence in Second Life.
Several real-world corporations have been turning to Second Life. International technology PR firm Text 100 recently opened an office in the game world, and Sun Microsystems has held press conferences in Second Life.
The Lewis program will be lead by vice president Morgan McLintic, who will coordinate global strategy and lead a team of five in the U.S., reporting to Linden Lab’s director of marketing, Catherine Smith. From the end of 2006, the agency will also launch local-language Second Life clients in Germany, Korea and Japan.
“A critical factor for us was for the team to be truly immersed in Second Life and to understand the issues faced by both residents and Linden Lab,” says Catherine Smith, director of marketing at Linden Lab. “The Lewis team demonstrated real enthusiasm in Second Life and showed the ability to push it into the broad consciousness.”