Sprout Social Advertising

Most Creative Submission Wins a Meet and Greet with Ludacris

San Francisco, December 2, 2008 – Today, Sprout (www.sproutinc.com), the premier platform for developing and managing creative engagement marketing campaigns, announced that Island Def Jam Music Group used Sprout Mixer to develop and launch a new online engagement campaign targeted at Ludacris fans to raise awareness for his new album, Theater of the Mind.

“When developing the concept for the campaign, we wanted to allow Ludacris fans to not only experience the music and videos, but also to share their own content with their friends,” said Christian Jorg, Senior Vice President, New Media and Commerce, Island Def Jam Music Group. “We were excited by the functionality in Sprout Mixer, which allows fans to customize their own player or multimedia widget. In fact, we were so inspired by the level of engagement and room for creativity that the solution provides, that we decided to offer a meet and greet with Ludacris to reward the most creative submission.”

Fans can find information on the campaign and contest on www.myspace.com/ludacris or enter the campaign directly by visiting http://mix.sproutmixer.com/mix/3gDirgD-AJQLN90V. Using a simple and fun drag and drop interface and toolset, fans can use assets provided by Def Jam or their own images, videos and more to create their own media-rich content that they can then display on their own site. Their friends, in turn, can click a Remix button on the posted widget to restyle and personalize that content.

“We are thrilled that Island Def Jam chose to use Sprout Mixer to engage Ludacris fans,” said Carnet Williams, CEO of Sprout. “Our technology platform allows for the most creative campaigns on the Web, allowing brands to engage their consumers in a fun, innovative way that naturally leads to brand advocacy. Based on past results, we expect to see Ludacris fans spending upwards of ten minutes interacting with his photos, music and videos as they build their own Ludacris-branded widget or player,” Williams added.

About Island Def Jam Music Group:
The Island Def Jam Music Group is home to a multi-cultural and diverse family of artists and has fast become one of the most successful labels in the industry. It is comprised of Island Records and Def Jam Recordings, and is in partnerships with Disturbing Tha Peace and Slip N Slide. The roster boasts an array of talented artists including Mariah Carey, Kanye West, Fall Out Boy, The Killers, The-Dream, Melissa Etheridge, Jay-Z, LL Cool J, NAS, Bon Jovi, Ludacris, Lionel Richie, Rihanna, Hoobastank, Sum 41, Rick Ross, Young Jeezy and Ne-Yo.

About Sprout:
Sprout is the premier creative engagement platform used by leading advertisers, publishers and brands such as Warner Music, Sony Pictures and REI. With Sprout Mixer™, brands invite consumers to participate in the creative process using simple tools to remix content, personalize applications and share their brand experiences with their friends across social networks. Sprout is based in Honolulu, HI and San Francisco, CA. To learn more, please visit http://sproutinc.com.

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