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Integration Into Gaming and Virtual Communities Pulls Big Engagement Numbers for Mead Back to School Promotion on GoFish Networ

^{Published on 2008-12-15 08:28:06 - Market Wire}
 

SAN FRANCISCO--([ BUSINESS WIRE ])--GoFish Corporation (OTCBB:GOFH) ([ www.gofishcorp.com ]), a leading digital media company reported today that an element of an immersive campaign for Mead, the biggest maker of school supplies, featuring customized integration into gaming and virtual communities, resulted in over 10 million plays of a Five Star^® Classroom Pilot Game. The game, created exclusively for Mead by GoFish, rang up over 40 million minutes of quantifiable interaction for its notebooks. The average time spent playing the game was over 4 minutes.

The objectives of the campaign were two-fold: to create awareness and engagement around the new Five Star^®, Five Star Advance^®, and Flex^® notebook products; and to drive the target audience to a "Battle of the Beats" promotion. The custom elements of the campaign included integration into gaming and virtual communities. The experiences were supported through extensive editorial promotion plus high impact and targeted media.

"I am delighted with the overwhelming response to the 2008 GoFish Back to School online media campaign for Five Star. The customized elements of the campaign were immediately and continually engaging to Five Star's core teen target," says Cheryl Holliday, Senior Brand Manager for Mead Five Star. "This online effort was one of the largest and most successful Back-to-School campaigns in our history with GoFish, and we could not be more thrilled to have partnered with them to drive further engagement with the Five Star brand in 2008."

Digitized branded assets created by GoFish for Mead could be adopted and used by WeeMee avatars throughout the WeeWorld community, a part of the GoFish portfolio of sites. The audience was encouraged to adopt assets to win points redeemable throughout the experience. Relevant editorial events such as the annual "Best Dressed for Back-To-School" contest also encouraged user engagement.

In both cases, media supporting or positioned around the immersive experiences outperformed other placements by as much as 11 to 1.

"We are pleased that Mead recognizes the value of our approach and chose to launch its campaign on our platform," says Matt Freeman, CEO of GoFish. "These experiences capture the attention of visitors and create a relationship with audiences benefitting both advertisers and publishers. These results are characteristic of what we commonly see through the immersive experiences available on our publishers. They go beyond click through and ensure brand marketers true accountability."

Heather Fogarty, Supervisor of Touchpoint Integrated Communications, adds, "The response rates we saw were exceptional compared to other partners on our 2008 Back to School Mead Campaign."

GoFish Corporation ([ www.gofishcorp.com ]) (OTCBB:[ GOFH ] - [ News ]), headquartered in San Francisco and New York with sales offices in Los Angeles and Chicago, is a leading entertainment and media company focused on brand immersion experiences that reach consumers in a deeply engaged state of mind. GoFish specializes in aggregating and distributing premium content on a large network of quality sites for which GoFish is the exclusive brand advertising monetization partner. The GoFish Network of sites reaches over 25 million unduplicated online users domestically and 69 million worldwide.* It ranks as the third largest online U.S. youth opportunity and a top five ‘mom' opportunity for blue-chip advertisers. The company recently announced $22.5 million in a private placement financing led by Panorama Capital, Rustic Canyon Partners and Rembrandt Venture Partners.

*Source: comScore Media Metrix Media Trend (with duplication), October 2008.