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EMAZING Tests Three Innovative Offline Marketing Campaigns to Drive Traffic Online.

Business Editors & Internet Writers

LOUISVILLE, Ky.--(BUSINESS WIRE)--April 19, 2000

Paycheck Stubs, Movie Tickets and ATMs Are Used To Reach Consumers

In Southern California, Boston and Indianapolis Test Markets

Louisville-based, a leading provider of free, emailed content to Internet users, is announcing its latest, innovative line-up of combination on- and off-line marketing and promotional campaigns - with a payroll marketing company, a theatre chain, and independent ATMs. Each partnership offers an entirely new type of on- and off-line promotional vehicle for EMAZING. EMAZING is utilizing the promotions as tests for larger scale marketing campaigns in the future.

Effective today, EMAZING will take a targeted marketing campaign directly to the paycheck stubs of 25,000 to 30,000 Southern Californians six to eight times during the months of April, May and June. Printed material on the stubs will offer EMAZING's Pop Culture Challenge trivia question and direct employees to answer at the website. Upon answering the question, employees with correct answers will be automatically entered into a sweepstakes. Beginning immediately, the sweepstakes will award a Sony digital camera every Friday for a total of 22 weeks. All employees entering the contest will also have the opportunity to register as subscribers.

"This strategy works because EMAZING is in the unique position of possessing rich, specialized, topical information through our varied services - and this information can be tailored to the niche focus of virtually any retailer or merchant. Much of our current promotional line-up is geared to taking EMAZING off of the computer screen and into a brick-and-mortar environment," said Joe Pierce, founder and general manager of EMAZING.

Beginning in May, EMAZING also will embark upon a subsequent promotional partnership - this time in select Boston movie theatres. Running from May 19-June 29, the promotion will utilize the same Pop Culture Challenge trivia contest format as the paycheck promotion, only this time utilizing the bottom of movie theatre ticket stubs as the vehicle referring to the website. In addition, counter displays in theatres will allow movie-goers to enter the contest by depositing their ticket stubs in boxes within the counter displays. And, during the promotion, prior to the screening of each feature film, theatre screens will show an additional Pop Culture Challenge question - these questions are "just for fun" and the answers are provided during the on-screen entertainment.

In June, EMAZING will take its promotional "punch" to the next venue - ATM machines. More than 100 ATMs in Indianapolis restaurants, convenience stores and other specialized venues will feature a unique EMAZING promotion. Users of participating ATMs will see an EMAZING ad on display screens. Then, their ATM receipts will feature information about the Pop Culture Challenge trivia contest, as well as the featured Pop Culture Challenge questions. The receipt also will direct ATM users to the website to answer the question, enter the contest and sign up for EMAZING services.

Additional in-progress EMAZING promotional events include the 25-city, six-month Hummer Tour 2000 visiting leading high-profile venues in major U.S. cities -- coinciding with such key events as the NCAA Final Four Basketball tournament in Indianapolis, NASCAR racing events and the Kentucky Derby. In addition, EMAZING is launching combination in-store and online promotions with Kroger's and Winn-Dixie grocery stores and with Lowe's hardware stores across the Midwest.

About EMAZING, a leading provider of free, emailed materials, is a service of EMAZING, Inc., a Louisville, Kentucky-based e-mail publisher founded in 1998 and acquired by Sony Music in 1999. EMAZING ( delivers consumers the news and entertainment content they desire via email, based on its mission statement of: "Whatever you're into, we email it to you, free." Illustrating its "EMAZING" breadth and utility of services, each business day, delivers free, email options including the following to subscribers' inboxes worldwide: news, comics, horoscopes, greeting cards (including an exclusive Jennifer Lopez line), topic-specific "grapevines" and daily tips on more than 60 subject categories ranging from fitness to art to cuisine. An innovative marketer, EMAZING is currently an associate NASCAR Winston Cup sponsor of the DEWALT/ Ford Taurus driven by hot rookie Matt Kenseth, and is undertaking the Hummer Tour 2000 to top cities and venues. Additionally, EMAZING is testing at-retail/on-line promotions in such non-traditional Internet marketing venues as grocery stores, restaurants, movie theatres and NASCAR events.
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Publication:Business Wire
Date:Apr 19, 2000
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