Released on: June 12, 2008, 8:04 am

Press Release Author: Fletcher Martin

Industry: Advertising

Press Release Summary: Belly Flop Armageddon Banner-Game Lets Consumers Have Fun In
the Sun . Online

Press Release Body: ATLANTA, GA - June 12, 2008 - Just in time for summer,
integrated marketing communications agency, Fletcher Martin launched an interactive
banner-ad game to entice consumers into demonstrating their best belly flop online
while introducing them to BioGuard.com, the nation\'s premier suppliers of pool and
spa care products.

"Consumers are bombarded with online ads, many of which are ignored," said Israel
Saari of BioLab, Inc. "Belly Flop Armageddon is breaking through that clutter,
capturing our audience and bringing exposure to our brand. We were very satisfied
with Fletcher Martin's creative execution and delivery."

In the game, created using Pointroll, players can position a diver to achieve the
biggest belly flop splash possible. Points are accrued based on splash, pain and
grace (or lack thereof). Perfectly timed for pool season, the banner-game will
appear on HGTV.com, DIY.com, and FineLiving.com, as well as the Backyard Fun section
of www.bioguard.com/us. The target audience is both current and soon-to-be pool
owners.

"When considering creative support for BioGuard's brand campaign, we decided to
take things a step above the usual minimalist banner ad and develop 'Belly Flop
Armageddon,' an aquatic rich media web banner game that lets consumers have some
fun in the sun - online," explains Brad Sarmiento, VP of Interactive for Fletcher
Martin. "By controlling the height of the jump and the angle of the body when the
diver enters the water, you engineer the world's most perfect belly flop. If the
height and angle are perfect, the diver will be in a world of pain. Players are
graded on their belly flop by a team of experts. After the game is over, you have
the option to visit the BioGuard® site where you can learn more about products to
keep your pool crystal clear. This has made a big splash with consumers."

About Fletcher Martin
Fletcher Martin is an integrated marketing communications agency owned by the
executive management of the agency and MDC Partners, Inc., one of the world's
leading marketing communications firms. Founded in 1979, Fletcher Martin helps
clients disrupt their category or industry by providing insights and context to
drive and change business. This disruptive change is led by the agency's unique
specialty consulting capability. Compensation is performance-based, and plans are
executed through advertising, interactive, direct marketing and public relations
services. For more information, visit www.fletchermartin.com.


Web Site: http://www.bioguard.com/us

Contact Details: Media contact: Jennifer A. Jones (404) 720-8149
jenjones@fletchermartin.com