Luxury Lingerie Brand Implements Online User Generated Content Campaign to Drive Deeper Interaction with Consumers

SAN DIEGO (Business Wire EON) August 1, 2007 -- Brickfish, the online marketing platform, today announced a partnership with Frederick’s of Hollywood to launch the “From Your Design to Hollywood & Vine,” campaign to send one consumer-designed corset down the runway at their renowned annual celebrity charity event. Past shows have featured designs from celebrities including Nicole Kidman, Reese Witherspoon, Charlize Theron, and Tea Leoni. Located at www.brickfish.com/fashion/corsetdesign, the “From Your Design to Hollywood & Vine” campaign invites fashion fans to create unique corset creations and post them online after which anyone can review, vote on and share their favorite designs. Winning designs will be chosen by campaign viewers and Frederick’s of Hollywood representatives.

From Your Design to Hollywood & Vine

“For the first time a consumer’s piece will be showcased on the same runway as creations by A-list celebrities because the Brickfish platform allows us to tap into talent in an incredibly engaging way,” said Yolanda Dunbar, senior vice president of brand and marketing for Frederick’s of Hollywood. “This campaign offers value on many levels, from integrating our consumers into the judging process to sharing our brand with a highly targeted Web audience. We are confident that using the Brickfish platform will help us forge a more intimate relationship with our consumers in addition to adding a unique element to our revered charity event.”

According to Dunbar, Frederick’s of Hollywood chose to partner with Brickfish to drive deeper brand interaction through User Generated Content (UGC). The Brickfish platform enables campaign participants to submit corset designs, review and vote for their favorite, and to share the concepts through email, Instant Messaging and hundreds of Internet sites, enabling multiple points of contact. The Brickfish approach drives true consumer-to-consumer viral behavior resulting in more consumers spending time with and talking about the brand. And because recommendations from peers typically carry more weight than many forms of advertising, the ability for viewers to easily share the entrant’s designs converts the campaign into a powerful viral machine.

“Frederick’s of Hollywood is leading the charge for a number of fashion brands seeking vehicles to help them forge more engaging relationships with their consumers,” said Shahi Ghanem, CEO of Brickfish. “Our UGC campaigns are a perfect compliment to advertising and marketing campaigns, and using this campaign to highlight promotional efforts for their annual charity event helps the consumer feel connected and involved with the company on a whole new level.”

The “From Your Design to Hollywood & Vine” contest ends September 14. For more information visit www.Brickfish.com.

About Frederick’s of Hollywood

For more than 60 years, Frederick’s of Hollywood has been the pioneer in innovative, alluring lingerie. Every time a woman in America puts on a piece of black lingerie, a push-up bra or a thong, she has Frederick’s to thank. With more than 150 boutique stores nationwide, world-famous catalog and online shop, Frederick’s has been recognized as one of the world’s most well known brands. Visit www.fredericks.com.

About Brickfish

Brickfish is an online marketing company that has created a new platform for driving consumer interaction and response through User Generated Content (UGC). Companies use the Brickfish platform to launch advertising and marketing campaigns that spark the creation of brand-relevant UGC, such as blogs, images, video and audio. Campaign content is shared in a peer-to-peer fashion via email, IM and thousands of sites across the Web and campaign participants are rewarded for creating, voting, reviewing and sharing campaign content. Brickfish tracks consumer interactions with this content and then provides customers with comprehensive analytics on campaign reach and performance. This approach provides better value than traditional online marketing approaches such as display-based advertising and key word buys. Many features of the Brickfish platform and its underlying technologies are patent-pending. Brickfish is headquartered in San Diego, Calif. with personnel in New York, Chicago, and Los Angeles.