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To: Glenn D. Rudolph who wrote (25694)	11/11/1998 5:57:00 PM
From: Glenn D. Rudolph	Read Replies (1) \| Respond to of 164685

HotBot's 'Search Smarter' TV Campaign Expands Into Three New Major Media Markets Second Phase of National Brand-Building Campaign Adds Web-Savvy Viewers In Boston, Chicago, and Washington SAN FRANCISCO, Nov. 11 /PRNewswire/ -- Web-media pioneer, Wired Digital, the newest member of the Lycos Network, today announced the expansion of its HotBot "search smarter" television branding campaign into three new major media markets: Boston, Chicago and Washington. The campaign, created in partnership with San Francisco-based Goodby, Silverstein & Partners, initially rolled-out in October in four test markets -- New York, San Francisco, Seattle, and Austin, Texas. The campaign will continue to air during high-profile event television programming in prime time, sports, and news in all seven markets through December. This newest expansion marks the second phase of a year-long, multi-million dollar, consumer brand-building campaign for the top-rated search site. In the past year, HotBot (www.hotbot.com) has been rated as the Web's best search site in independent reviews from "PC World," "PC Computing," CNET and "Smart Money." "The positive response we've received from viewers in our test markets confirm what we saw in our extensive focus-group research: Consumers want a search engine focused on search excellence that gets them to relevant information faster," said Mary Murphy, senior vice president of marketing at Wired Digital. "Our spots are clearly resonating with that consumer need and showing viewers there really is a difference among search sites on the Web." Campaign Takes Users 'Behind the Door' of a Typical Search Engine The break-out campaign -- the first TV commercials to differentiate among competitors in the search category -- centers around HotBot's ability to understand users' questions and deliver highly relevant search results quickly. The first two spots in the campaign take a humorous approach by vividly depicting consumer searches for two popular Web topics, political scandals and investment tips. In each spot, viewers are taken "behind the door" of a typical search engine and offered a view of the inefficient way search competitors process consumers' search requests and deliver stale and illogical responses. In the political scandals spot, one search engine "employee" answers the search request with, "Catherine the Great has been seen near the horse barn!" Another quips, "Political sandals," as he holds up a tattered pair of sandals, "These were worn by the King of Prussia." Each of the spots end with a tight shot on HotBot's Day-Glo green and red logo. Graphics carry the spot's final take-away: "Don't waste time with old links. Search Smarter. HotBot.com." A national airtime schedule of the HotBot campaign and a downloadable Apple Quick Time version of the "Investment Tips" spot are available via the Web at home.wired.com. About Wired Digital Wired Digital creates a range of dynamic online products that help people put emerging technologies to use in their personal and professional lives. Wired Digital properties include HotBot (www.hotbot.com), one of the Web's best- rated search sites; HotWired (www.hotwired.com), the award-winning site about Web technology and culture; Wired News (www.wired.com), a premier service for news of the digital world; and Suck (www.suck.com), featuring unpopular opinions on pop culture from the Web's longest-running daily column. Wired Digital's headquarters are in San Francisco, with satellite offices in New York, Chicago, and Los Angeles. In October 1998, Lycos, Inc. (Nasdaq: LCOS) entered into an agreement to acquire Wired Digital and all of its premium properties. The acquisition of Wired Digital is expected to be completed by year's end. NOTE: HotWired, HotBot, and Webmonkey are trademarks or service marks of Wired Ventures Inc. All other company and product names are trademarks or service marks of their respective owners. SOURCE Wired Digital CO: Wired Digital; Lycos, Inc. ST: California IN: CPR MLM ADV SU: PDT 11/11/98 09:44 EST prnewswire.com