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Doodle.ly and CAKE BOSS Launch Campaign to Give Fans Honorary Cake Designer Opportunity

Fans Invited to Submit Cake Designs Using the Social Sketchpad for Weekly Prizes and Chance to Have Buddy Valastro Create and Feature In-Store (May 25, 2012)

NEW YORK, NY -- (Marketwire) -- 05/25/12 -- Doodle.ly, the social sketchpad for creative self-expression and TLC's hit show CAKE BOSS, announced today a collaboration that will bring fans of the show into the mix by inviting them to create their dream cake designs. Beginning Monday, May 28th, in conjunction with the 5th season premiere, fans of renowned cake artist Buddy Valastro and his family-run NJ-based bakery, Carlo's, will have the opportunity to vicariously be a part of the team through a fan-generated contest. Fans can submit original cake designs via Facebook and Doodle.ly for a chance to win weekly CAKE BOSS merchandise. While the weekly prizes will be determined by the Cake Boss team, Valastro himself will choose the Grand Prize winner that will have their cake created, featured and sold in the famous bakery for the period of one week.

"CAKE BOSS has a huge and very loyal following; not just because of the show's content and characters, but because we continually strive to give viewers more ways to connect with Buddy and his family through fun, unique programs like this partnership with Doodle.ly," said TLC director of marketing strategy, Rose Stark. "The dream for many viewers beyond a visit to Carlo's Bakery, is imagining their own confection and seeing Buddy and the family create it. The show is all about encouraging at-home bakers and fans to get inspired, and this contest brings that to a new level."

Doodle.ly enables CAKE BOSS fans and consumers alike to create hand drawn art, sketches, notes, and doodles from a computer or iPad and to share their work instantly within the Doodle.ly community and through social platforms like Facebook, Twitter and Pinterest. The app is free of charge and offers many different styles of digital drawing instruments including pens, highlighters and pencils to inspire and unleash people's creativity. Doodle.ly is available today for download at the iTunes store.

"Doodle.ly. has had tremendous success with this type of digital activation through partnerships with music, entertainment and sports brands in fan engagement programs. We're extremely excited to bring our platform's advantages to such a beloved show as Cake Boss," said Doodle.ly co-founder, Evan Vogel. "Social TV is a natural fit for incorporating Doodle.ly as it's something brands can tap into while consumers are watching their programs."


Fans can follow the contest via #CakeBoss on Doodle.ly and other social platforms Twitter, Facebook and Pinterest, as well as at Facebook.com/CakeBoss.

ABOUT DOODLE.LY

Doodle.ly is a New York based startup backed by Park Street Ventures. Doodle.ly's advisory board includes Rick Webb, entrepreneur; Sunni Brown, author and speaker; Jackie Andrade, Professor of Psychology at Plymouth University; Doug Jaeger, Professor at the School of Visual Arts; and Chris Cunningham, CEO of AppsSavvy. Doodle.ly is also on Twitter, Facebook, Tumblr, Google+ and Pinterest. Download Doodle.ly for the iPad here. For more information on Doodle.ly, please email contact@doodle.ly.

About TLC

TLC is a global brand that celebrates extraordinary people and relatable life moments through innovative nonfiction programming. A top 10 cable network in key female demos, TLC has built successful franchises around the Cake Boss and Say Yes to the Dress brands. In 2011, TLC had 28 series averaging 1.0 million P2+ viewers or more including Sister Wives, My Strange Addiction, Extreme Couponing, Toddlers & Tiaras, 19 Kids and Counting, What Not To Wear, and Long Island Medium.

TLC is available in more than 99 million homes in the US and 228 million households in nearly 170 markets internationally. A destination online, TLC.com offers in-depth fan sites, exclusive video content, and original editorial covering style, home, food, and more. Fans can also interact with TLC via On Demand services, on mobile platforms, including an iPhone App, and through social media such as Facebook or @TLC on Twitter. TLC is part of Discovery Communications (NASDAQ: DISCA, DISCB, DISCK), the world's number one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 210 countries and territories.

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