The online community widely seen as the heir to MySpace's throne has brought in Lewis PR as its first global agency.
Second-Life, which gives ‘residents' computer sprites with which to interact and trade with each other, wants more brands to use it as a marcoms tool. It will use Lewis to set up its first press office and run an ‘educational' campaign targeting brands.
Already, bands such as Duran Duran have stated their desire to build a virtual home within it (PRWeek, 12 Aug). Lewis's San Francisco-based V-P Morgan McLintic heads the account, reporting to the site's creator, Linden Labs.