Annodyne, Inc. 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:
Annodyne, Inc. is a professional services agency focused on modernizing brands and businesses. They provide a full suite of integrated marketing solutions, to bridge the gap between traditional and digital media. Annodyne has partnered with a host of diverse clients, offering Internet business strategy, creative service, and technical execution. Their vision is centered on The New Marketing Economy™, which promotes an Internet-centered marketing model. Annodyne is based in Blue Bell, PA, right outside of Philadelphia.

Learn more about Annodyne at www.annodyne.com

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