SILVERBACK MEDIA plc.: SBW Paris and FollowCom Manage Mixed-Media Campaign for global brand, Gemey Maybelline

SILVERBACK MEDIA plc. / Miscellaneous

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SBW Paris and FollowCom Manage Mixed-Media Campaign for global brand, Gemey
Maybelline

Silverback Media Plc (London: SBMP; Frankfurt: SVD) announces that SBW
Paris (formerly Cellcast Interactif), the European operation of its
Silverback Wireless division, and its recently acquired mobile marketing
agency FollowCom, managed the mixed-media campaign for the launch of Gemey
Maybelline eyeliner product 'Haute Definition'. Silverback Wireless is a
global network of mobile marketing agencies with operations in Toronto,
Montreal, Los Angeles, Miami and Paris.

From 11 September to 25 September, billboard devices were located in
approximately 200 'Monoprix' supermarket stores informing customers that
Gemey Maybelline invited them to receive, within minutes via SMS, a 'look
diagnostic' specific to their colour definition profile.  By sending the
keyword 'Maybelline' to the short code 30310, customers were directed to a
WAP site where they were asked to respond to three questions to discover
their most appropriate makeup colours. Customers were then invited to play
and win the recommended product.

Paul Amsellem, Global Head, Wireless Operations of Silverback Media
commented, 'The Gemey Maybelline product launch managed by SBW Paris and
our recently acquired FollowCom underlines the vital importance of mobile
marketing campaigns at the point of sale, and demonstrates how innovative
mixed-media campaigns can be effectively integrated into the marketing mix
of consumer brands.'


The Directors of Silverback Media Plc accept responsibility for this
announcement.



For additional information please contact: 

Silverback Media Plc
Martin J. Doane, President and CEO    
Toronto Office
Phone: +1 -416 -366 -6691    
Email: m.doane@silverback-media.com
Atlantic Law LLP
Matthew Thompson
Tel: +44 -20 7616 2888
Email: matthew.thompson@atlantic-law.com

Press Contact
Conduit PR Ltd 
Jos Simson/Christian Taylor-Wilkinson
Tel: +44 -20 7429 6666
Email: Jos@conduitpr.com / christian@conduitpr.com

Press Contact                                                              

Hopscotch
Louise Moreau 
Tel: 01.58.65.00.86
E-mail:Imoreau@hopscotch.fr



About Silverback Media Plc

Silverback Media Plc is a global mobile marketing advertising agency with
operations in Toronto, Montreal, Los Angeles, Miami, New York and Paris.
Silverback is positioned at the leading edge of the next phase of the
evolving e-marketing sector, and is transforming the personal, portable and
pervasive nature of mobile devices into a revolutionary, potent advertising
and marketing channel. Through its innovative integration of leading edge
technologies and expertise, Silverback Media provides marketers with the
ability to deploy high-performance interactive mobile marketing campaigns
that are fully-integrated and continuous with their online marketing
initiatives in order to cost-effectively acquire and retain customers and
generate brand recognition.

Silverback Media is listed on the Open Market of Deutsche Boerse in
Frankfurt/Main
(Symbol: SVD) and the Plus Market in London (Symbol: SBMP).

About SBW Paris 

Created in 2002 by Paul Amsellem, (founder of Phonevalley and co-founder of
the Mobile Marketing Association in France), SBW Paris is a leading
European mobile and interactive agency, and is the flagship operation of
Silverback Wireless, a division of Silverback Media Plc. SBW Paris has
developed an extensive knowledge and expertise in consulting, conception,
settlement and operations analysis for mobile marketing, and provides its
innovative services and solutions to major brands throughout the world.

SBW Paris includes among its customers:  TF1, Canal+, France Télévision,
M6,
Auchan, Body One, Caisse d’Epargne, Eden Shoes, Jennyfer, JVC, Lafayette
VO, Naf Naf,
Nokia, NRJ, Peugeot, Piaggio, SFR, Sony Ericsson …

For more information on SBW Paris, please go to www.sbw-paris.com.

About FollowCom 

FollowCom is an interactive agency specialising in mobile marketing.
Created in 2006 by Christophe Collet and Stanislas Coignard, FollowCom
includes among its clients many well known brands such as Gemey Maybelline,
Garnier, M6 Interaction, Renault and SFR. FollowCom is now a part of the
Silverback Media Plc group of companies, and works in synergy with SBW
Paris for the implementation of its mobile campaigns.
12.11.2007  Financial News transmitted by DGAP
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