XBOX 360 Uses Vibrant In-Text For Count-Down To Launch
of Fable III

Contextual Ad Leader Vibrant Uses Count-Down Timer within In-Text
in Global Media First

LONDON, November 8, 2010 — The launch of Microsoft's much anticipated new "Fable III" game, exclusively available on Microsoft Xbox 360, used an innovative live-feed count-down within in-text advertising through Vibrant, the global leader in premium contextual advertising.

The ads featured a real-time feed, count-down timer - in a global media first for in-text advertising – in addition to Xbox 360 and Fable III branding and a trailer for the new game. Fable III, which went on sale in the UK from 29 October, is the eagerly awaited third installment of the popular game.

The count-down in-text ads, which are highly bespoke, ran for the first week of the campaign in the pre-launch phase, with the aim of generating buzz and anticipation prior to the release of the game. Once the product was available on the shelves, the in-text units changed over to super-expandable video units, featuring the trailer of the game; the campaign will run until the end of November. The countdown unit itself was designed to be inter-changeable, permitting it to be tailored for future game launches.

Vibrant's keyword strategy includes over 400 relevant keyword terms, covering product specific names "Xbox 360" and "Fable III", roles: playing/fantasy /adventure games; and emotional phrases "best game", "best new release" and "exciting game". These keywords ensure the campaign appears in relevant gaming and entertainment content.

The strategy was devised by media agency UM, through Vibrant who came up with the innovative count-down solution. Ian Aslett, Digital Planner at UM, adds, "With every Xbox 360 campaign, we look to engage our audience(s) in new, innovative ways and Vibrant's in-text solutions provide a high-performing contextual layer to complement premium placement buys within the plan. We can see the value in deploying this mechanic beyond Fable III."

Further information:
Paula Evans, Marketing Manager, Vibrant UK : 0207 239 0102  |  paula.evans@vibrantmedia.com
Lorette Nettar, PR, Vibrant UK: 07968 521 684  |  lorette.nettar@vibrantmedia.com

About Vibrant
Vibrant (www.vibrantmedia.com) is a world leader in contextual technology aligning billions of words across the internet with relevant video, information, tools, and advertising. With over 4,500 premium publishers, reaching more than 200 million unique users per month (comScore, September 2010), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant works with top brand advertisers such as Microsoft, General Motors, Unilever, Sainsbury’s and Hewlett Packard. The company was founded in 2000 and has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant's rapid growth has been recognised by the Inc. 500 and Deloitte Fast 50 lists, and in the UK: Media Momentum 2006, 2007 and 2008 and Sunday Times Tech Track in 2004 and 2005. For more information, visit:  www.vibrantmedia.com or www.hyperlinkevolved.com or www.facebook.com/vibrantmedia or
http://twitter.com/vibrantmedia.

About UMWW
UM is a media agency offering buying, planning, content development and so much more, by always staying curious and approaching every challenge with a creative, business solving solution in mind; we go beyond the expected, the traditional, the way things have always been done. UM is building the communications agency of the future. UM is part of the Interpublic Group of Companies (IPG), one of the top three holding companies in the world, UM has the ability to tap into a wide range of resourceful services and organisations. We maintain over 150 offices in 130 countries and employ 3,600 creative minds with our headquarters in New York City. UM partners with some of the most regarded, well known marketers and strategic thinkers in the world including Coca-Cola, ExxonMobil, Johnson & Johnson, MasterCard, Microsoft, Sony and L’Oreal. www.umww.co.uk