New York, NY — 5.30.06 — To better serve artists and labels, XS Megazine | KingDigital have launched their latest digital domination program called Direct Hit.
 
Continuing in the great tradition of Don Boss Hustlers throughout history, this innovative campaign is designed to make a dollar out of thirty cents. Because of Direct Hit,
Artists and Labels no longer have to distribute promotional singles on CD. The Direct Hit program enables Artists and Labels to distribute full length promotional songs and mixtapes DIRECTLY TO MOBILE MEDIA DEVICES (US only). Every single independent artist that this program was introduced to was quoted to have said, “WORD?…hell naw”! You too can be in the hell naw club!
 
Direct Hit is a free service for only the most talented artists, the whacked must pay. Heavily. Through the nose. Through the pores of their nose even.
 
End users of the Direct Hit program must pay the cost of a normal SMS message, and must be subscribed to a data plan with their wireless carrier.
 
Here is a little information about your new audience:

According to the latest research from In-Stat, the global wireless market will top 2.3 billion subscribers by 2009. The wireless market is expected to gain 777.7 million new subscribers around the world between 2004 and 2009.
* Over 115 million users own color screen, web-enabled phones
* 58% of mobile subscribers rely on their phones for a non-voice data service
* The number of multimedia mobile phones in the US doubled in 2005 as consumers are quickly adopting new services
* Camera phones now comprise approximately 40% of the US market

* The heaviest mobile users are 18-44       
*     Over 75% of 18-44 report using mobile phone services 
*     A18-34 comprising the heaviest user segments
*     80% of A18-24 and 77% of A25-34 are mobile users
*     53% of Teens (13-17) are mobile phone users

XS Megazine is your interactive gateway to urban lifestyle, music and culture. Our multi-platform portal caters to the urban audience in a way that is easily accessible and extremely engaging. XS Megazine is the definitive alternative for dynamic multimedia – channeling the users’ total media experience, as well as providing sponsors and partners a viable alternative to market their products, increase brand recognition and sell directly to consumers through intimate, immediate interaction. ( www.xsmegazine.com/beta www.xsmegazine.com/mediakit.htm )
 
KingDigital Entertainment Group (KDEG) and MegaMedia | XS Megazine were formed in 2004 by A-Sun Truth. A-Sun’s vision was to create an organization that services the needs of the urban digital consumer in a unique, effective manner by providing easy access to the hottest and newest urban entertainment media. A-Sun’s vision also encompasses servicing established and independent artists and media producers through innovative technology and unique promotions. A-Sun’s position is “…our team is committed to excellence, and are 1000% committed to bringing heat like the Sun! We are equally committed to the success of our partners and clients. The mixtape and independent record labels are the proving grounds for tomorrows’ top performers, and XS Megazine and KingDigital are here to help them reach their goals.”
 
Integrity, Innovation, and Intellect are the core principles of KingDigital Entertainment Group and MegaMedia.
 
Contact:
Youdy Sannon, VP Business Development
MegaMedia | KingDigital
Youdy@xsmegazine.tv

THE HIGH ANTICIPATED UPCOMING PROJECT; “LAST DAYZ” WILL BE DISTRIBUTED BY SUGAR WATER/FONTANA/UNIVERSAL THIS FALL.

May 31, 2006 Chicago, Illinois
Chicago’s Premier Rap Group, Triple Darkness has inked a new deal. They have partnered with their former management company, Chicago based firm, Black Rose Music Group, and have negotiated their way into the main stream. Trick, DaWreck and Hanius, of the infamous Rap Group, Triple Darkness have recreated themselves and emerged from the bowels of the streets. The Group is proud to announce that their upcoming album, entitled, “Last Dayz” will be distributed by Fontana/Universal label, Sugar Water Records.

“The group is anxious to show the industry what they have been missing”, says Wendy Muhammad, owner of Black Rose Music Group. “The group deserves a chance and we are happy to make that happen for them. We are certain that, without a doubt, Triple Darkness will emerge as a major force to be reckoned with. They are going to surprise a lot of people. With major distribution and a powerful city like Chicago behind them they are already winners. The music is competitive and the project is something that will make an impact. Their impact on the industry threatens to be revolutionary. ”, says Ms. Muhammad.

The flavor of the new project “Last Dayz” not only gives their existing fan base the aroma of the 1996 “Paper Chase” EP and the later released “Coming Up From The Darkness” Album, but it explores the versatility, depth and immeasurable talent of the trio. The album appeal is diverse and is loaded with hot club hits, radio thumpers and soul stirring representations of life in the streets. Triple Darkness has grown from their deep roots in the underground which has included work with Bun B. (UGK), Twista, Scarface (Ghetto Boys), 8-Ball (MJG), Big Pun, Mystikal, Black Rob, Cash Money, Total, Joe, KRS-One, Ludacris, Outkast, Common, The Hot Boys, Lil Kim, Junior Mafia, Too Short, JaRule, Lazy Bone, M.C. Breed, Crucial Conflict, PsychoDrama, Newsense, and, of course, The Dramaward. The group has performed for audiences throughout the Midwest and Caribbean including the Regal Theater, Club New, The Metro, The Genesis Convention Center, The UIC Pavilion, The House of Blues Chicago, McCormick Place, numerous night clubs in Chicago, Atlanta, Houston, Cleveland and Belize. Last Dayz is guaranteed to rival the likes of Twista, 50 Cent, DMX, UGK, Dem Franchise Boys. The production is next level with tracks from the groups very own, DaWreck.

If your soul is yearning for the essence of the streets then you won’t be disappointed. This album will roll with you from the streets to the clubs and is guaranteed to garner radio support. Stay tuned for upcoming events, giveaways, parties and radio campaigns. Log on to www.TripleDarkness.com or www.Myspace.com/TripDark.

For more information, radio interviews, retail in stores, bookings or if you want to be a part of the Triple Darkness Street Team Call Mark Murrell at 773-572-6119 or send an email to: Markamurrell@yahoo.com.

Retailers get your pre-orders in today.

Upcoming New Releases From Janet Jackson, Too Short, Ludacris and E40 To Showcase Midas Touch of Sought After Atlanta Producer

NEW YORK, NY May 23, 2006— Theres a revolution going on in urban/pop music and its name is James Elbert Phillips, known to top selling artists like USHER, NELLY, MARIAH, LUDACRIS and JANET as LROC. LROCs innovative vision, coupled with an innate ability to express musical ideas is humbly sitting behind the control board, contributing his midas touch? to upcoming releases from Janet Jackson, Ludacris, Too Short and E-40. Earlier this week, LROC was awarded an ASCAP Pop Music Award for his contribution to Ushers Yeah!? the most performed song in 2005. With a Grammy Nomination and Award for his songwriting contribution to Yeah!? in 2005 and a nomination at this years Grammys for Mariah Careys Can I Get Your Number? from her top-selling CD, The Emanicipation of Mimi, LROCs musical achievements are now grabbing the attention of music executives at the top music labels.

Its just an honor to have the nomination. Last year was the first nomination and it was fun. This year it was truly surreal! But getting a Grammy or not, for me it is not that big of a deal. Its an honor, but I dont take it that seriously. They are prestigious because youve been nominated by industry people who respect your work. Theyre your peers and its an honor to be in their company!? says LROC.

LROC has an impressive catalog of hit records. The musician/songwriter/producer has worked with such artists as NELLY, BOW WOW, LL COOL J, LIL JON, YING YANG TWINS, JANET JACKSON, BONECRUSHER, J-KWON, YOUNGBLOODZ, STYLES P, DA BRAT, MARIO, FRANCHIZE BOYS, BROOK VALENTINE, MURPHY LEE and AMERIE, to name a few. Based out of Atlanta, the increasingly popular producer is now branching out into television and film projects. LROC was recently invited to lend his producing skills to HEAL THE MOTHERLAND, an upcoming recording and television project headed by World Music International based in Atlanta, Georgia. The project pairs American Producers and artists with African Producers and artists to benefit AIDS research, prevention and treatment on the African Continent and The Caribbean where the disease has become epidemic. Strong support and cooperative efforts for this endeavor have come from the Bill Clinton Foundation, The Mandela Foundation and key pharmaceutical companies.

LROC knows the importance of our mission, says Econuel Ingram, WMI Founder and President. His immense talent along with our partners dedicated efforts create positive, new and innovative methods for dealing with HIV/AIDS on a global scale.

LROC saysThis is a project that appeals to my humanitarian sensibility. Theres a real world out there suffering outside of the studio. I want to create music that will somehow inspire folks to do what is right.?

Management
Tom Barfield (404) 386-0150
barfieldtg@aol.com

Press and Publicity
Priscilla Chatman / PSI – NY
pcegold@aol.com

- Acclaimed Director Allen Hughes Directs ‘Jet Bet’ Ad Featuring Exclusive Music from Jermaine Dupri –

WHITE PLAINS, N.Y., May 31 /PRNewswire/ — During the NBA Playoffs on Saturday, Heineken USA unveiled new advertising creative featuring music icons Lil Jon and Jermaine Dupri. Leveraging their musical accolades, their jet set lifestyle and their appeal among Heineken’s core consumers, Heineken tapped Lil Jon and Dupri to underscore the Brand’s continued association with music and its commitment to surprise and delight consumers with innovative marketing approaches.

Acclaimed motion picture director Allen Hughes directed the: 30-second spot, which features new music from Dupri, created and recorded exclusively for Heineken, features Lil Jon hopping off a jet to pay off a bet with buddy Jermaine Dupri after a music industry award event. Lil Jon delivers the coveted prize of Heineken to Dupri, and bets him “two twelves” that he’ll sweep next year’s awards. In the end, viewers are reminded, “It’s All About the Beer.” The spot aired again Tuesday during the Western Conference Finals between the Dallas Mavericks and the Phoenix Suns.

“We were delighted to showcase two industry heavy-weights like Jermaine Dupri and Lil Jon, and given their off-screen relationship and success, their friendly competition was at the heart of the storyline,” said Andy Glaser, Heineken brand director, Heineken USA. “Although the commercial stars these two music icons who have won some of the most prestigious awards in the industry, the storyline is really just about two guys and the gentlemen’s honor of paying up on a wager. That Heineken would be the reward of the bet underscores the premiumness and wit the Heineken brand is known for.”

Heineken’s association with Dupri and Lil Jon reinforces its continued commitment to bring consumers innovative music experiences. Heineken pioneered the groundbreaking live music festival “AmsterJam” last year, which brought together artists from different music genres to create never-before- heard collaborations, or “mash-ups.” In addition, for the third year in a row Heineken partnered with NARAS to roll out the “Green Carpet” at the GRAMMY(R) Awards, and the brand recently was a seven-time exclusive presenter of the Billboard Latin Music Conference and Awards.

About Heineken USA

Heineken USA Inc., the nation’s largest beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. Brands imported into the U.S. include: Heineken Lager, the world’s most international beer brand; Heineken Premium Light; Amstel Light, the largest- selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit www.EnjoyHeinekenResponsibly.com.

Source: Heineken USA

CONTACT: Tamara Moore, Heineken USA, +1-914-681-4153,
tmoore@heinekenusa.com; Chip Scarinzi, Manning, Selvage & Lee, +1-212-468-
3503, chip.scarinzi@mslpr.com

Web site: http://www.enjoyheinekenresponsibly.com/

National Online Poll, XXL Special Issue and Music Showcase Celebrate the History and Future of Hip-Hop Soul

NEW YORK, May 31 /PRNewswire/ — Remy Martin(R) is turning up the volume for Black Music Month. Today, the cognac-maker announced its plans to help raise awareness and recognition of black music this June. Activities will include a national online consumer poll to name the top hip-hop soul artists and songs of all time, a partnership with cutting-edge music magazine XXL for a hip-hop soul special issue (on newsstands now) and custom advertising. Their efforts will come to life during an exclusive New York City VIP kick-off party next week, featuring a performance from XXL cover artist Keyshia Cole. Remy Martin will also present the first Remy Martin 1738 Award for Contributions to Black Music to the Hip-Hop Association.

First celebrated in 1926, Black Music Month has been proclaimed by the President every year since 1979. 2006 marks the second year that Remy Martin 1738 has developed a program around Black Music Month. In 2005, the brand teamed with renowned hip-hop producer Hype Williams and collaborated with the Rhythm & Blues Association and Jazz Alliance to compile a comprehensive list of the 1,738 most influential songs in black music. This year, Remy Martin is building substantially on that foundation.

“Remy Martin 1738 and Black Music Month are a natural fit. The 1738 brand has quietly found a place as the spirit of choice for a number of high-profile individuals in the music industry — and the inner circles around them,” said Steve Hissam, Remy Martin category director. “This year’s effort reflects our desire to further drive awareness through direct engagement with music fans. The poll, the special issue, the party and the award — they’re all geared toward getting more people involved in the conversation and elevating the visibility of Black Music Month.”

The revamped 1738.com (www.1738.com) is a testament to that effort. The Web site includes the list of 1,738 songs compiled last year, which users can listen to, as well as information on the XXL special issue and in-market events. The site’s primary focus, however, is an online poll that asks fans to select their favorite hip-hop soul artists and tracks of all time. Daily updates are made to the leader board and users can check back to view the top “17 and 38.” Hundreds have already cast their votes and thousands more are expected throughout the month of June. Remy Martin will announce the top 17 artists and 38 tracks at the beginning of July.

While 1738.com solicits the “people’s choice,” Remy Martin has also teamed with XXL to provide a professional take on the landscape of hip-hop soul music via sole-sponsorship of Hip-Hop Soul magazine, a special issue from the publishers of XXL. The stand-alone publication hit newsstands in mid-May and pays tribute to Black Music Month, spotlighting the category’s newest ambassadors (Keyshia Cole and Ne-Yo grace the cover) while also paying tribute, in a photo essay, to the legends who pioneered the hip-hop soul category (including Ray Charles, Marvin Gaye, Aretha Franklin, and Patti LaBelle).

On June 6, Remy Martin and XXL will co-host a kick-off celebration for Black Music Month in New York City, with a performance by Cole, whose music can be heard on the Mission Impossible: 3 soundtrack. At the party, the brand will present the first Remy Martin 1738 Award for Contributions to Black Music to the Hip-Hop Association, whose mission is to facilitate, foster and preserve hip-hop culture. Throughout the month of June, the brand will also host promotions around the country.

Remy Cointreau USA

Remy Cointreau USA, Inc. is a wholly-owned subsidiary of France’s Remy Cointreau, SA. It is the exclusive U.S. importer for a variety of premium spirits and wines, including Remy Martin (R), Cointreau (R), The Macallan Scotch Whisky (R), The Famous Grouse (R), Damrak Gin (R), Mount Gay Rum (R), Galliano (R), Champagne Piper-Heidsieck (R), Champagne Charles Heidsieck (R), Marchesi Antinori (R), Masi Agricola (R), Vietti (R), Biondi Santi (R), Vina Haras de Pirque (R), Laroche (R), Merryvale(R), Piper Sonoma (R) and Bearboat (R).

Source: Remy Martin

CONTACT: Kimberly Pace, +1-212-537-8121, kpace@gcigroup.com, or Traci
Jenkins, +1-212-537-8107, tjenkins1@gcigroup.com, both of GCI Group

Web site: http://www.1738.com/

Network creates new marketing campaign and re-brands its award-winning mix show line.

Denver, CO (PRWEB) May 31, 2006 — Zeo Radio Networks announces a major re-branding of it’s mix show division. Zeo Mix, the line of mix shows launched in 2002, is now “The Department of Mix Shows.” The new brand name is effective immediately. Along with the re-naming, Zeo is conducting a major summer marketing campaign to kick-off the new brand. “We decided it was time for something different… Zeo has been a true leader in mix shows since we launched. Our new brand, aside from being a fun theme, throws a stamp of absolute confidence on our products,” said Zeo Radio Networks President Rico Garcia. Garcia is also now the official ‘Watch Commander’ for the department.

The police-themed marketing campaign and visual imagery for the company was designed to provide an extremely vivid and bold marketing presence for the company. “No other radio network in the United States has utilized such a themed approach to their marketing. We feel strongly that The Department of Mix Shows will allow us to more quickly secure attention from our industry, add fun, and most importantly, gain additional market share in the realm of mix show programming,” stated Zeo Radio Networks CEO Scott Thomas, who is also now known as the ‘Chief’ of The Department of Mix Shows.

The marketing campaign also contains in-person market visits. Department of Mix Shows officers are in El Paso today, and Albuquerque tomorrow promoting the new brand.

The network’s telephone number has changed to 1-800-995-4MIX and all Zeo Radio employee e-mail addresses and extensions have changed. New contact information is available on The Department of Mix Shows web site at www.deptms.us

“In addition to the great new brand and marketing efforts, the department is adding several new mix products to our lineup. Be on the lookout for additional announcements as programming is expanded to create a very complete offering,” added Garcia. Garcia also said “beep… ten four, out.”

About Zeo Radio Networks:
Zeo Radio Networks, headquartered in Denver, CO and co-founded in 2002 by radio, advertising and marketing innovator Scott Thomas, is the fastest growing radio network in America. Zeo Radio provides the most respected line of radio mix shows to radio stations in markets large and small. The company’s programming reaches millions of listeners weekly. Advertising information is available from Status Media in New York and international syndication of Zeo Radio programs is handled by Los Angeles-based Radio Express.

Scott Thomas
ZEO RADIO NETWORKS, LLC
http://www.deptms.us/
800-995-4649

UpSNAP’s Streaming Radio Reaches All 200M Mobile Phones in U.S.

Davidson, NC (PRWEB) May 31, 2006 — UpSNAP, Inc. (NASDAQ UPSN:OB), the premier provider of free mobile search and streaming mobile audio entertainment, today launched a hip-hop premium streaming audio service for mobile phones in partnership with Juice Radio.

Now consumers can get hip-hop music as streaming audio on-demand to any mobile phone in the U.S. The new hip-hop service is an extension of UpSNAP’s current audio catalog that includes both free and premium content from leading brands in sports, entertainment, news, podcasts, and entertainment.

“The popularity of hip-hop ringtones tells you something about the demand for this genre,” said Tony Philipp, President and CEO of UpSNAP. “By partnering with Juice Radio, UpSNAP is able to deliver this extremely popular category of music right to mobile phones as if they were personalized radios.”

“With UpSNAP’s streaming audio, anyone with a cell phone can listen to Juice Radio any time, anywhere,” said Mark Davidson, Director of Business Development for Juice Radio. “Our listeners want their music wherever they are and UpSNAP brings it to them without any special equipment or anything to download.”

UpSNAP’s hip-hop music service is available to all mobile phones in the U.S. Mobile phone users can text message the keyword “juice” to UpSNAP’s shortcode – 27627 (2SNAP) to subscribe. They can also subscribe online at www.upsnap.com/music.php. The cost is $2.99 per month.

As a premium SMS service, all billing for the hip-hop service is applied directly to the user’s phone bill, eliminating the need and risk of entering credit card information.

About UpSNAP, Inc
UpSNAP, Inc. (NASDAQ: UPSN.OB) is the leader in mobile search and live mobile audio entertainment. With a rich library of branded multimedia content and true mobile search technology, UpSNAP effectively delivers compelling text and audio mobile content to consumers from major entertainment companies in sports, news, music, and information.

UpSNAP offers both branded and white-label services that can be licensed by wireless carriers, service providers, and content providers who wish to incorporate text and streaming audio capabilities into their existing product and service offerings. Visit www.upsnap.com for more information.

Media Contact:
Dean Shaw
UpSNAP, Inc.
Phone: 704-895-4121

PHILADELPHIA–(BUSINESS WIRE)–May 31, 2006–RMD Entertainment Group (Pink Sheets:RMDG) proudly announced today that along with Real Hip Hop Network, they will co produce five of the biggest hip-hop concerts to hit the stage this year. While details are still being ironed out with respect to performers and venue dates, hip-hop legends LL Cool J and Jadakiss were the first two headliners to announce their participation in the RMD/RHN production. RMD’s own Roc Monee will be performing in all of the events.

According to the deal, RMD will not only get 50% of all revenue generated at the events themselves (ticket sales, merchandising, food & beverage, etc.), but they also will share half of all revenue generated by the sale or distribution of any content that emerges from each performance. RMD plans on utilizing their strong relationships with Bungalo Records (exclusively distributed by Universal Music & Video Distribution) and The Pickwick Group Ltd. to globally distribute content from the events, while making use of their proprietary MoTV platform to serve the growing mobile community by making the events available via Internet Protocol (IP) enabled devices. Pay Per View and Video on Demand will also be targeted as major revenue sources for each event.

RMD CEO Giorgio Costonis commented, “This is an incredible opportunity for RMD to explore large-scale event production and the enormous revenue opportunities that go with the territory. What makes this co production project so exciting for us is the simple fact that we have just added a whole new dimension to our strategy for monetizing our hip-hop related content by capitalizing on the live events.” Costonis added, “We are in a unique position to create the content, sell and distribute the content and utilize the same content to promote our own artists…we haven’t even factored advertising into the formula yet. RMDG is focused on one thing now – revenue. Projects of this quality could earn us substantial revenue, perhaps even millions. High quality productions such as this are always in demand but what makes this product line so appealing is that 22 million viewers will be able to preview it live on the RHN Network before they buy it.”

RHN President and CEO Atonn Muhammad added, “We recognize the pure value RMD brings to the table on so many levels. These events are the first of many we will execute together.” Muhammad added, “What makes our relationship with RMD so important is the fact that our collective vision is redefining the way business is conducted and revenue is generated in the hip-hop community. We are literally taking the business of hip-hop to the next level and will continue to do so.”

About RMD Entertainment Group
RMD Entertainment (RMD) is a cutting-edge entertainment company that is primarily focused on the development and international marketing of ‘hip-hop’ music, including compact discs, digital downloads, and personal ‘ring tones’ for mobile phone customers, as well as other ‘hip-hop’ lifestyle products. The Company has also created MOTV, the ability to stream video content to mobile devices, including cell phones and PDAs. RMD has significant successes internationally and its staff producers have collaborated with some of the most influential names in the music industry today including Sting, David Byrne of the Talking Heads, George Kranz, Freedom Williams of C & C Music Factory, Stevie Winwood, Robin Scott, and jazz saxophone legend Bill Evans, among others. The Company currently possesses an impressive hip-hop catalogue, which it distributes exclusively through Bungalo Records and Universal Music Group (a subsidiary of Vivendi Universal (NYSE:V)) in North America and in Europe through the Pickwick Group Ltd. of London.

About Real Hip Hop Network
The Real Hip-Hop Network is the first 24 hour cable channel geared toward real hip hop lifestyle & culture. RHN’s core focus is on the 18-34 year old Hip-Hop thrill seeker who embraces the excitement, adventure, and exhilaration embedded in the Hip-Hop lifestyle. RHN will deliver not only the hottest commercial acts on the scene today, but also give you the pure power found in the essence of underground hip hop, featuring the best of the grass roots and the international music scene. RHN brings a side of Hip Hop ignored by the other music channels celebrating the elements and principles that launched hip hop’s golden era: DeeJaying, Emceeing, Breakdancing and Graffiti Art.

This was a time when Hip Hop artists were the urban street correspondents, delivering soul stirring and thought provoking commentary on the issues of the day. Hip Hop became an outlet for the pain, struggles, and dreams of those who were a part of its experience. This is what can be defined as real hip hop. Hip Hop has been proven to have massive commercial appeal. RHN provides the world with an engaging, fresh alternative. The Real Hip Hop Network takes everything the world loves about hip hop and challenges the negative images media has made pervasive. RHN operates on a higher standard. We put the “Real” in Real Hip Hop and give the world a mature more gritty choice unavailable on any network before or since RHN. Hip Hop will be globally redefined the RHN Way.

Forward-Looking Statements
This press release contains statements, which may constitute “forward-looking statements” within the meaning of the Securities Act of 1933 and the Securities Exchange Act of 1934, as amended by the Private Securities Litigation Reform Act of 1995. Those statements include statements regarding the intent, belief or current expectations of RMD Entertainment Group, Inc., and members of its management as well as the assumptions on which such statements are based. Prospective investors are cautioned that any such forward-looking statements are not guarantees of future performance and involve risks and uncertainties, and that actual results may differ materially from those contemplated by such forward-looking statements. The Company undertakes no obligation to update or revise forward-looking statements to reflect changed assumptions, the occurrence of unanticipated events or changes to future operating results.

Contacts
For RMD Entertainment Group, Philadelphia
Jed Wallace, 310-234-3200
jwallace@mphpr.com

Snickers reaches out — and online — to teen influencers with June 5th debut at InstantDef.com

HACKETTSTOWN, N.J., May 30 /PRNewswire-FirstCall/ — In an effort to appeal to the influential teen market, Snickers has created a series of digital films — “digi-sodes” — complete with futuristic story lines, comic- book style graphics, and stars like musical artists will.i.am, Fergie, Taboo and apl.de.ap. The digi-sodes can be viewed exclusively at www.InstantDef.com, beginning June 5, 2006.

(Photo: http://www.newscom.com/cgi-bin/prnh/20060530/CLTU040)

In the digi-sodes, will.i.am, Fergie, Taboo and apl.de.ap star as Snickers factory workers by day and ‘defenders of old school hip hop’ by night. The foursome discovers superpowers when they come in direct contact with Snickers after an incident in the plant.

The idea was created by advertising agency BBDO New York in collaboration with Form TV’s Jesse Dylan and will.i.am, who also created the theme song and mixed music for all of the “sodes.”

The first of five webisodes will launch June 5th, the same day InstantDef.com goes live. Four consecutive webisodes will launch at three-week intervals, with the final webisode available in mid-August. A teaser page at InstantDef.com went live May 18, 2006 with a 30-second trailer and e-mail update registration.

“You know, this is fresh,” will.i.am said of working with Snickers in the creative process. “You mean I can make music, incorporate it into a film that’s on the internet and wherever else we can get it played? Oh, that’s tomorrow … all the way.”

“I was very attracted to this project because Snickers gave me creative freedom,” Fergie said. “I had always dreamed of being a comic book character. I’ve always had this thought in my head of what I wanted to do with it. And so then they came to me with this idea and I said I know what I want to do.”

“We knew we had to go online to reach teens because that’s where they spend most of their time,” said Vic Walia, Snickers senior marketing manager. “But we also know that teens are very savvy consumers so we made a conscious decision to tone down our branding in an effort to build credibility with the online community. We wanted to communicate the Snickers’ brand message in an authentic, credible and contagious way. The Instant Def digi-sodes allow us to do that.

“The choice of will.i.am, Fergie, Taboo and apl.de.ap to be our Instant Def heroes was easy,” Walia said. “They share key characteristics not only with today’s young influencers, but also the Snickers brand. They are setting trends and breaking away from the clutter in the industry to really stand out amongst their peers.”

Added Jimmy Smith, executive creative director at BBDO New York and the creator of the campaign, “This is definitely a story our audience will want to check out. We’re talking music, superheroes, comic book graphics … everything that’s pop, wrapped up in an instant.”

Snickers plans a limited flight of print media buys in support of Instant Def. In-theater advertising began Memorial Day weekend, showcasing the trailer in top 10 markets. The In-Store Sports Network, FootLocker, FootAction and Champs stores nationwide will showcase the trailer during the months of June and July.

Public relations efforts for the Instant Def campaign will have a heavy online concentration, using a grassroots approach to create buzz surrounding the webisodes, as well as online promotions with key websites.

About Masterfoods USA

Masterfoods USA, the United States food, snack and petcare operations of Mars, Incorporated, is one of the world’s leading food manufacturers. With more than $5 billion in annual sales, the combined food, snack and petcare segments are a symbol of excellence for quality brands. Headquartered in Hackettstown, NJ, Masterfoods USA employs more than 7,000 associates in the United States, with 15 manufacturing facilities nationwide. The company owns some of the world’s favorite brands, including M&M’S(R) Brand, SNICKERS(R) Brand, UNCLE BEN’S(R) Brand, PEDIGREE(R) Brand Food For Dogs and WHISKAS(R) Brand Food For Cats.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20060530/CLTU040
AP Archive: http://photoarchive.ap.org/
AP PhotoExpress Network: PRN8
PRN Photo Desk, photodesk@prnewswire.com

Source: Masterfoods USA

CONTACT: Laura Ehret of Elevation, +1-704-595-0114; or Kristi Ledford of
Masterfoods USA, +1-770-704-5439

Web site: http://www.instantdef.com/

WHAT: The world premiere of THE FAST AND THE FURIOUS: TOKYO DRIFT

WHO: THE FAST AND THE FURIOUS: TOKYO DRIFT director Justin Lin; writer
Chris Morgan; producer Neal H. Moritz; cast members Lucas Black,
Bow Wow, Nathalie Kelley, Brian Tee, Sung Kang, Leonardo Nam,
Brian Goodman, Keiko Kitagawa, Jason Tobin, Zachery Ty Bryan,
Nikki Griffin, Caroline de Souza Correa, Jimmy Lin, Atley Siauw,
Aiko Tanaka, Kaila Yu and JJ Sonny Chiba; executive producer
Clayton Townsend; composer Brian Tyler

Plus celebrity guests including Chris “Ludacris” Bridges, Columbus
Short, Steve Valentine and many more.

WHERE: Universal Studios Hollywood
The Gibson Amphitheatre
Universal City, CA

WHEN: Sunday, June 4, 2006
3:00 PM Press Call Time
4:00 PM Celebrity Arrivals
5:00 PM Screening Begins

THE FAST AND THE FURIOUS: TOKYO DRIFT arrives in theaters nationwide
on Friday, June 16, 2006.

(Logo: http://www.newscom.com/cgi-bin/prnh/20060316/LATH064LOGO)

PRNewswire — May 30

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20060316/LATH064LOGO
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com

Source: Universal Pictures

CONTACT: Television, Heather Stotts, +1-818-777-5927, or Print, Jen
Chamberlain, +1-818-777-3694, or Photographers, Bette Einbinder,
+1-818-777-3226, or On-Line, Tyler Fowler, +1-818-777-5893, all of Universal Pictures