For Immediate Release Contact Ashley Futak by liwenting


									For Immediate Release
                                                                             Contact: Ashley Futak
                                                                              858-587-2530 ext 421

                Aussie Launches Brickfish™ Campaign to Send
                          Great Style Down Under

           Hair Care Brand Sends Winner of UGC Campaign to Australia

SAN DIEGO, CA (January 9, 2008) – Brickfish™, the online content marketing platform, and
Procter & Gamble hair care brand Aussie, today announced that they will send one winner with
fabulous, naturally radiant hair on a 10-day trip to Australia valued at $12,000. Entrants are
invited to upload photos of their best hair days in the “Aussome Hair Day” campaign, located at, for the chance to win. A number
of other “Aussome” prizes including products from Aussie’s line of hair care products will also
be awarded.

“As a brand that is guaranteed to create naturally beautiful hair with no worries, we are
thrilled to hear from consumers how fantastic it feels to have hair at its best,” said Kenyatte
Nelson, brand manager for Aussie. “Everyone can help our team of professionals select the
winner so we encourage them to view the entries and vote for their favorites.”

An illustrious panel of judges including beauty experts from Aussie and high profile New York-
based beauty PR firm Lippe Taylor will select ten finalists. Consumers will choose their
favorites from the finalists to identify the grand prize winner. The participants with the most
viral and highest-scoring entries will both receive a year’s worth of Aussie products for him or
her and 10 friends and a $250 shopping gift card. Additional daily and weekly prizes will also be
awarded to lucky winners who participate by reviewing entries.

According to Nelson, the Brickfish marketing platform serves as the perfect venue for a
dialogue about hair care between Aussie and consumers. The Brickfish platform allows users to
review and comment on entries and to share their favorite content through email, Instant
Messaging and hundreds of Internet sites, elevating overall interaction with the brand.

“The ‘Aussome Hair Day!’ campaign gives Aussie a powerful way to connect the brand with
style-conscious people across the Internet,” said Hyder Rabbani, vice president of sales and
business development for Brickfish. “Our platform enables brands to leverage the power of
UGC and social media to reach consumers. We are confident this campaign will increase
awareness of Aussie products and engage consumers with the brand in a unique way.”

Finalists in the “Aussome Hair Day!” campaign will be selected after February 27. Winners will
be selected after April 6. For more information about Brickfish, visit
About Aussie
Aussie’s full range of products is designed with a little Australian flair to bring you into the fun,
carefree Aussie way of life. Aussie Hair Care will deliver Naturally Radiant Hair from the first use,
or your money back. If you aren’t satisfied, call 1-8-NO-WORRIES within 30 days with your receipt
for a full refund. When it comes to hair care products, AUSSIE believes one size does NOT fit all.
AUSSIE develops formulas to meet the hair care needs of each individual. Whether hair is normal,
damaged, flat, frizzy, chemically-treated, or hard to style, AUSSIE offers a wide range of
shampoos, conditioners, and stylers for your hair care needs. For more information, visit

About Brickfish
Brickfish™, the online marketing platform, has created a revolutionary new approach to online
marketing that leverages the power of User Generated Content and social media to connect
brands with consumers. Brands and agencies use our patent-pending platform to launch online
advertising and marketing campaigns that spark the creation of brand-focused UGC, such as
blogs, images, video and audio. This content is shared from consumer to consumer via email,
IM, and hundreds of social media sites such as MySpace, Facebook, YouTube, and more.
Campaign participants are rewarded for creating, voting, reviewing and sharing content,
resulting in high-quality brand engagement. The Brickfish platform then tracks consumer
interactions with this content and provides detailed analytics on campaign reach, performance
and demographics. This results in a powerful viral marketing approach that has proven to be 5
to 10 times more effective than traditional online marketing methods such as display ads or
search optimization.


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