Limbo 41414 Teams with Redbook Magazine to Launch Year-Long Mobile Marketing Initiative | Mobile Marketing Association
February 1, 2007



Limbo 41414 TEAMS WITH  REDBOOK MAGAZINE TO launch year-long MOBILE MARKETING INITIATIVE

REDBOOK
To Become Exclusive Women’s Lifestyle Print Partner of Mobile Entertainment’s Premier Limbo Auction Product

(Burlingame, Calif.) – January 31, 2007 – Mobile entertainment pioneer Limbo 41414 and leading women’s lifestyle publication REDBOOK are joining forces to launch a year-long mobile marketing initiative. The deal marks burgeoning Limbo 41414’s first-ever partnership with a <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />U.S. magazine and makes REDBOOK the exclusive women’s lifestyle magazine provider of promotional mobile sweepstakes for Limbo 41414. Starting in March 2007, the REDBOOK program — RED-BID — will offer exciting prizes, from priceless experiential events and opportunities to special offerings from advertisers.

The RED-BID Limbo Auction is an engaging, cell phone-driven text messaging game that integrates the components of both a sweepstakes and an auction. A RED-BID Limbo Auction is distinct from any other experience in that it’s a truly interactive game where the winner is the person making the lowest bid that no other player makes, not the highest bid, during the designated timeframe.  It encourages players to develop and employ bidding strategies and to stay highly engaged during each round as they receive comments and tips regarding their bids (e.g., “you’re the lowest unique bid,” “your bid is unique but not the lowest,” etc.).

REDBOOK’s RED-BID program will receive tremendous awareness in the magazine. Beginning with the March issue – which hits stands February 20 – the marketing initiative will receive prominent monthly coverage on the promotional pages of the magazine. Furthermore, Limbo 41414’s web site – www.41414.com – will prominently spotlight the REDBOOK RED-BID program on a daily basis.

“REDBOOK is the premier women’s magazine. To be able to enter into this type of partnership is truly outstanding.  This further proves the appeal of our Limbo Auction product and the belief by marketers that we’re offering a unique way for them to get target audiences engaged with their brands through creative mobile entertainment applications,” said Jonathan Linner, CEO, Limbo 41414.  

“We are excited to be the first U.S. magazine to expose our readers and advertisers to such cutting-edge opportunities made possible by this new mobile entertainment technology,” said REDBOOK VP/Publisher Mary Morgan. “The RED-BID program gives us a fun, new way to engage our audience.”

Since launching in December 2005, Limbo 41414 has run more than 400 auctions, awarding more than $450,000 in prizes. Limbo 41414 winners have purchased luxury items including a Hummer H3 for $36.65, a Mini Cooper for $50.43, and a year’s supply of gasoline and a plasma TV for $54.24 and $8.85, respectively. Also, no one loses in a Limbo Auction: for each SMS bid placed, players receive Loot that can be redeemed for prizes in Limbo’s online store.

To start playing Limbo for free, send a text message with the word FUN to the number 41414.  Consumers can also play online and learn more about Limbo 41414 at www.41414.com <http://www.41414.com> .

About Limbo 41414:
Limbo 41414 (www.41414.com <http://www.41414.com/> ) is defining a new category of mobile entertainment with its text-message based game play.  41414 brings consumers an engaging community-driven gaming experience while delivering exposure to leading brands and media companies through branded prizes. In the Limbo Auction, consumers enter an auction where they bid on prizes via their mobile phones. The twist is that, unlike a traditional auction where the highest bidder wins, the person with the lowest unique bid <http://www.41414.com/lowest_bid.php> wins. Plus, with a Limbo Auction, nobody loses; for each bid placed, players receive Loot that can be redeemed for prizes in the Limbo store <http://www.41414.com/store.php?range=x> .

Limbo 41414 is a private corporation backed by two of the world’s top Venture Capital funds: Azure Capital Partners (www.azurecap.com) and Draper Fisher Jurvetson (www.dfj.com <http://www.dfj.com/> ).  This venture also reunites the proven entrepreneurial team of Rob Lawson, Jonathon Linner and Juho-Pekka Virolainen. Limbo 41414 is headquartered in Burlingame, California.

About REDBOOK:
REDBOOK is a women’s lifestyle magazine that brings Health, relationship, money, work, home and emotional advice, as well as news about women’s choices, opportunities, and achievements to nearly 10 million readers every month. REDBOOK is published by Hearst Magazines a unit of Hearst Corporation (www.hearst.com) and one of the world’s largest publishers of monthly magazines, with a total of 19 U.S. titles and nearly 200 international editions. Hearst reaches more adults than any other publisher of monthly magazines (73.4 million according to MRI, fall 2006). The company also publishes 19 magazines in the United Kingdom through its wholly owned subsidiary, The National Magazine Company Limited.

Media Contacts:
Stacy Geagan Wagner
Limbo 41414
(650) 235-5980
[email protected]

Shara Glickman
REDBOOK
(212) 649-2321
[email protected]
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