Labour creates virtual Peter Mandelson

The Labour Party present their newest weapon - a virtual Peter Mandelson.

The Business Secretary has been 'virtualised' as an avatar in online community universe Second Life, according to The Daily Mail. Here he can begin an online campaign against the Conservatives.

The brainchild behind this 'cunning' venture? Mandelson's former adviser, Derek Draper, who launched the new Labourlist.org website. Apparently the Second Life avatar will spearhead Labour's General Election campaign, which could be getting an early launch.

Conservative leader, David Cameron, infected the internet soon after becoming leader, with a website titled WebCameron.org.uk, featuring video clips of him at home with his family.

Mandelson's starring Second Life role may draw criticisms from those who see the online space as morally dubious, but American political figures have already set up shop, though their success is unknown.

Writing on Labourlist.org, Lord Mandelson said;

"The world has changed since 1997. Now, no-one has been more identified with message and campaigning discipline than myself.

"During the 1980s I saw the Labour party repeatedly let down its voters by failing to win the battle with the Tories and the media. Back then we were in hand-to-hand combat with an almost universally hostile press but sometimes we were our own worst enemy.

"This must, of course, never happen again, and so we will still need loyalty and discipline, and that crucial other component, focussed, hard work.

"But when it comes to new media we have to recognise that the days of command and control are over. Instead we need to learn to embrace and engage."