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FIRST ONLINE ADVERTISING TO GO 'BEYOND THE BANNER' SITESPECIFIC AND I-TRAFFIC POWER DURACELL USA ONTO THE WORLD WIDE WEB

NEW YORK, Dec. 11 /PRNewswire/ -- SiteSpecific, the leading creative interactive agency in New York, and i-traffic, the premier online media planning agency, announce the launch of www.duracell.com. The two companies have collaborated to produce the first online advertising campaign to go "beyond the banner."

Starting today, Duracell(R) batteries will begin bursting through a number of high-volume Web sites, such as AOL's Webcrawler and GNN, Yahoo!, and Internet Underground Music Archives (IUMA). Far from a traditional static banner, these batteries will invite users to click on them and see how the site is "Powered by Duracell."

"Duracell's goal is to promote their brand as the premiere quality battery in the world," says Seth Goldstein, President of SiteSpecific, Inc. "From the outset of the online campaign, we knew that in addition to creating a highly engaging Web site, that our role was also to distribute the online Duracell brand in a ubiquitous and value-added way. We think that our 'Powered by Duracell' online campaign will have much of the same effect on the World Wide Web."

In addition to beating banner fatigue with its "Powered by Duracell" campaign, the Duracell USA Web site also features an exciting interactive animation game, "The Real McCoy Toy Test," where users have to choose which toy they think is powered by Duracell batteries.

In "Puttermania," the popular advertising campaign of the modern, Duracell Powered family has been opened up to the interactive features of the Web. Users around the world can send in a picture of themselves to get morphed into Puttermans and added to the Putterman family tree. In the Duracell Volt Vault, users can view stills and download clips or sounds from Duracell's award winning advertising campaigns. If users have questions, they can interact directly with Duracell.

SiteSpecific, based in New York, is a leading interactive agency that specializes in creating unique web environments and web-based tools. i-traffic, also based in New York, specializes in online media planning and publishes the Traffic Resource -- the leading guide for online media planning.
 -0- 12/11/95


/CONTACT: Susan Boster of SiteSpecific, Inc., 212-244,1508; or E-mail susanb@sitespecific.com/

CO: SiteSpecific, Inc.; i-traffic ST: New York IN: CPR ADV SU: PDT

PL-DC -- NYM006 -- 1343 12/11/95 08:01 EST
COPYRIGHT 1995 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1995 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Dec 11, 1995
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