(via), this press release from Philips describes how Philips ambx teamed-up with Rivers Run Red to produce a "dedicated amBX-enabled environment" for Second Life (they actually license the ambx technology to RRR):

"This will offer Second Life users the opportunity to experience their virtual world through real world amBX experiences, including light, air movement and rumble. The amBX agreement also extends to all-new commercially driven experiences, for future brand marketing campaigns, and builds on a highly successful relationship between Philips and Rivers Run Red and their long-running involvement with the development of the ‘immersive spaces market’. "

Why do I blog this? because it's yet another example of connecting the physical and the digital world through technology.