Crisp Wireless Powers Mobile Portal for MindShare Interaction’s ‘I Can’t Believe It’s Not Butter®’ Fabio Campaign for Unilever ( | Mobile Marketing Association
November 30, 2006



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Crisp’s mLogic Media™ Platform Enables MindShare Interaction To Bring I Can’t Believe It’s Not Butter! ® brand’s ‘Kitchen of Love’ and Fabio to Mobile Screens

FOR RELEASE ON: MONDAY, NOVEMBER 27, 2006

NEW YORK – Crisp Wireless, a provider of mobile content creation and delivery solutions, today announced that it has delivered a rich media mobile brand experience to MindShare Interaction for Unilever’s I Can’t Believe It’s Not Butter! ® brand.  The content-rich WAP site features noted actor and pitchman Fabio, in the I Can’t Believe It’s Not Butter ® ‘Kitchen of Love,’ which was originally developed for online audiences.  Working with MindShare Interaction, Crisp built and manages the WAP site – available at http://wap.icbinb.mlogic3g.com - that also delivers Fabiograms, recipes, wallpapers, downloadable video and exclusive Fabio voicetones to user’s phones.  Users are driven to the site by clickable banner ads running on Third Screen Media’s TSM Network.

Unilever is making history on mobile in the same way that they made advertising history on broadband and interactive television.  We needed a solid solution for this campaign, and Crisp Wireless has delivered a WAP site that satisfies the ad delivery and the creative side of the brand,” said Margaret Clerkin, senior partner and managing director, MindShare Interaction.  “This is a site that will receive tremendous traffic, and we have clearly found the right formula for delivering ads to consumers on mobile devices.”

Crisp Wireless has previously collaborated with MindShare and Third Screen Media on past campaigns for major clients, and has helped deliver some of the most creative and memorable mobile destinations for major brands using its mLogic platform.  

“Unilever and Mindshare have again broken new ground” said Boris Fridman, CEO of Crisp Wireless.  “The I Can’t Believe It’s Not Butter! ® campaign sets a new milestone for mobile advertising content that will appeal both to consumers and content providers.  This has a viral appeal, and is perfectly suited to the mobile audience.  And Fabio looks as good on the third screen as on television.”

Crisp Wireless enables the development of revenue-generating mobile portals and downloadable applications for advertising, media, sports, and entertainment clients, including industry-first experiences for music, film, and television clients.  The Crisp Wireless mLogic Media product provides seamless content management and delivery capabilities through a visually powerful, intuitive interface. The server component of mLogic Media provides subscription and billing functionality, content management, automated image and video formatting as well as advanced user management.

About Crisp Wireless
Crisp Wireless is the leading provider of mobile applications and content management solutions for consumer-facing enterprises. Crisp Wireless provides companies with an innovative new medium to reach their customers, create new sources of revenue, and capitalize on the emerging mobile marketplace. The mLogic mobile content and commerce solutions and Crisp Wireless’ development and management services enable clients to rapidly and economically deploy multimedia content and mobile commerce solutions across all carriers and handsets. For more information, please contact [email protected] or visit www.crispwireless.com.