Linden Lab hires Lewis PR

SAN FRANCISCO: Linden Lab, creator of popular social networking video game Second Life, has selected Lewis PR as its global AOR.

SAN FRANCISCO: Linden Lab, creator of popular social networking video game Second Life, has selected Lewis PR as its global AOR.

Second Life is a digital platform where individuals can create avatars - or digital personas - and pursue alternate lives, replete with revenues, accessories, and car and home purchases.

Catherine Smith, Linden Lab's marketing director, said it sought a firm to serve as a "press attaché of an emerging country," adding that Lewis viewed their role as becoming "the ministry of PR in Second Life.

"The amount of interest being generated is too much," Smith said. "We have a lot to do, and we have a ways to get there."

"Our main focus is to communicate what Second Life is to a bigger audience," said Morgan McLintic, Lewis VP. "It's a hot media property at the moment. We want to expand that and reach a broader audience."

Lewis will help create Linden's press office and launch language-specific software clients in Germany, Korea, and Japan. The agency will also pursue partner communications, helping companies understand the influence of Second Life.

Smith said that the company's goal was to get in front of target verticals, and go more mainstream when its ready. The Second Life platform has garnered much tech press, including a thick guide to the land in the most recent issue of Wired.

Billings are undisclosed. Lewis beat out one other undisclosed agency Flashpoint PR, which had represented Linden since April 2005, declined to pitch for the global business.

The community's resident count as of September was 740,000.

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