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Fletcher Martin Belly Flop Game-Ad Connects with Consumers Online

Belly Flop Armageddon Game for BioGuard® Lets Consumers Have Fun In the Sun … Online

Atlanta, GA, June 14, 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, 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,, and, as well as the Backyard Fun section of 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 Media contact: Jennifer A. Jones (404) 720-8149

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Fletcher Martin
Jennifer Jones

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