Here's an article regarding Alloy's new marketing campaign:
Alloy Online Launches Broadcast Campaign Targeted
to Generation Y
Humor Spots Premier On MTV's Total Request Live
NEW YORK--(BUSINESS WIRE)--Aug. 30, 1999--Alloy Online, Inc. (Nasdaq:ALOY - news; www.alloy.com), a leading
Internet destination for the 56 million boys and girls of Generation Y, today launches its first-ever broadcast ads, the first
installment in an ongoing branding initiative. Alloy's campaign features two irreverent television spots designed to encompass the
mindset of the Generation Y audience. The campaign, developed by J. Walter Thompson NY, launches today and runs through
the back-to-school season. The spots will premier on MTV's ``Total Request Live.' The campaign debut will be supported by
a guerilla street marketing campaign.
``We are very excited to be advertising on television for the first time,' said Matthew Diamond, CEO of Alloy Online. ``We are
launching the campaign as part of our strategy to build the Alloy brand and to expand our Gen-Y audience. We have created a
very targeted and fun campaign to raise awareness of Alloy.com as a cool online community and shopping destination for teens
and to further fuel our rapid growth.'
The two spots are designed not only to highlight features of the Web site, but also to create brand relevance for a young,
Generation Y audience. One :30 spot, titled ``Bird,' shows a teenage girl so consumed by her ``boy talk' that she doesn't
realize that bird droppings have fallen into her food. The spot closes with a voice-over, ``Check your horoscope today?' The
second :30 spot, called ``Diner,' shows four teen engaged in diner chat, offering up the notion that Alloy.com is as viable a
teenage hang-out as any local diner. Both spots are tagged, ``Alloy.com, shopping, chat, speak out, or just hang.'
``Alloy.com has made bold steps in the online Generation Y category,' said Bob Jeffrey, President of JWT New York, ``and
has offered us an opportunity to help build an exciting online and offline brand. Alloy truly understands how to interact with
Generation Y, and we've tried to reflect that in our advertising.'
About Alloy Online
Alloy Online is a leading Web site and direct marketer providing community, content and commerce to Generation Y, one of
the fastest growing segments of the population. Our web site, www.alloy.com, offers a unique blend of services through which
Generation Y boys and girls can interact, share information, explore compelling and relevant content and shop for apparel,
accessories, footwear, music, cosmetics, and magazine subscriptions. For further information regarding Alloy Online, please
visit our web site and click on ``Investor Info' or call our investor information line at 877-ALLOY-IR.
This announcement may contain forward-looking statements that involve risks and uncertainties, including statements regarding
Alloy's growth, and ability to develop strategic alliances and generate new revenue streams. Actual results could differ
materially from those projected in the forward-looking statements and reported results should not be considered an indication
of Alloy's future performance. Factors that might cause or contribute to such differences include, among others: Alloy may not
be able to negotiate successful strategic alliances on acceptable terms; the Company expects future losses; planned online and
traditional marketing campaigns may not attract sufficient additional visitors to Alloy's web site; the Company lacks experienced
management and personnel; the Company may fail to establish an effective internal sales organization to attract sponsorship and
advertising revenues and may not be able to adapt as internet technologies and customer demands continue to evolve. |
