Lewis to run PR for Second Life Asia roll-out

Lewis displaces US incumbent Flashpoint PR, which did not participate in a pitch process that also included one other agency. With Second Life gearing up for launches in Japan and Korea, Linden Lab director of marketing Catherine Smith said that the company's Asian marketing communications will lead with PR.

"Second Life is all about experiences and so the media is a natural channel for us," said Smith. "Second Life residents are great evangelists so word spreads rapidly and the world has attracted a broad range of media interest already from business to mens' lifestyle publications in Asia, not to mention several broadcast news stations which are working on stories as we speak."

Smith added that planning is already underway for the Japan rollout, which will offer a local language version of the software and resident support. He noted that Second Life already possesses a vibrant Japanese resident community, "many of whom are demanding local language support and features".

In Korea, meanwhile, Smith noted that broadband penetration rates made Second Life's launch a "natural fit".

"Residents are already signing up from across the region using the English-language software, which is encouraging to see," said Smith. "The Second Life experience is very compelling, and international. It's a great leveller."

Globally, Lewis' assignment will also include press office and outreach in Second Life's US home market, along with Germany, where it is also planning to launch.