ANNODYNE iNTERACTIVE LAUNCHES RICH MEDIA CAMPAIGN FOR ROLLERBLADE® — Campaign Exceeds Direct Response Expectations and Delivers Accountable Results—

Montgomeryville, PA — June 27, 2003 — Annodyne launches Rollerblade’s first Flash-based email marketing campaign. The campaign, which launched at the end of May, focuses on pushing sell-through of Rollerblade’s revolutionary new skate, the Aero 9; which has a variety of technologies best illustrated in a “Rich” media email message. Annodyne achieved a remarkable 19 percent direct response rate through a highly targeted distribution, high-energy design and custom soundtrack. Rollerblade has collaborated with Annodyne on a number of interactive campaigns, and originally chose the agency based on its e-marketing expertise, creative execution and advanced campaign-tracking technology.

“We chose a Flash-based email campaign because it was the best way to demonstrate the product’s unique technology. Additionally, we were convinced that our target audience would really respond well to this type of promotion,” stated Nicholas Skally, manager of marketing and public relations for Rollerblade. “Annodyne established the overall strategy for the campaign, developed the perfect creative execution and managed to deliver on what is now our most successful direct response campaign to date.”

The campaign links to the Rollerblade website, the Aero 9 news release, and a dealer locator. Two important areas of focus for the campaign were the “Win These Skates” contest, which contributed greatly to the growth of Rollerblade’s "houselist", as well as the “Forward to a Friend” link that enabled the campaign to “grow legs” from a viral marketing perspective. The final call to action was the “Locate a Dealer” link at the bottom of the message.

“Our team was very pleased with the results of Rollerblade’s Rich Media campaign. The emotional connection created with motion graphics and an intense audio track proved to be the perfect fit with their audience,” said Anthony Campisi, president of Annodyne. “In today’s ‘information overload’ society, it has become increasingly important to communicate with both a relevant marketing medium and a relevant message, in order to engage the consumer. I believe Rollerblade was successful in accomplishing this goal.”

About ANNODYNE
Based in Montgomeryville, Pennsylvania, Annodyne is a full-service interactive marketing agency that specializes in developing and managing strategic email marketing and on-line communications campaigns. Combining the perfect blend of marketing expertise, creative talent and technical ability, Annodyne produces interactive marketing solutions that inspire action and deliver results. Having worked with small businesses, cornerstones of the region and international brands; Annodyne has created everything from email newsletters to corporate communications campaigns to branding initiatives and acquisition strategies. Clients include Lucent Technologies, Rollerblade, Philadelphia 76ers, IDP and the Greater Philadelphia Chamber of Commerce. Strategic planning, expert insight and unparalleled creative have enabled Annodyne to deliver digital direct marketing campaigns that continually outpace industry direct response averages.

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