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ampm Goes "All In" Through Integrated Social Media Sponsorship Campaign With Texas Hold'em Poker(July 22, 2009)
NEW YORK, NY -- (Marketwire) -- 07/22/09 -- The World Series of Poker's Main Event final table is set. While it won't be broadcast until November, there's plenty of competitive poker to be played online between now and then thanks to an integrated social media application sponsorship program launched today between convenience store ampm (www.ampm.com) and the popular social game, Texas Hold'em Poker (http://www.myspace.com/337470839).
The campaign planned and executed by appssavvy (www.appssavvy.com), a direct sales team for the social media space, and Mindshare (www.mindshareworld.com), features a complete ampm-branded experience, including poker table, chips and floor, and a display campaign to win $500 gift cards for gas. The effort, which spans five Texas Hold'em Poker tournaments beginning this week and ending in late September, is running across both MySpace and the iPhone. Poker players entering the ampm sponsored Texas Hold'em tournaments also have the opportunity to enter a weekly contest to win a Nintendo DS.
"This campaign is a Royal Flush for ampm," said Andrew Baird, BP's vice president of marketing for convenience retail, U.S. and Latin America. "Through our partners, appssavvy and Mindshare, we believe we've made an incredibly strong bet that will prove to be a flat-out winner in reaching our target audiences, both online and via mobile, through top social game Texas Hold'em Poker."
"Brands need to build, not be dealt, a winning hand in social media and ampm has done just that in a big way here," said Chris Cunningham, founder and CEO of appssavvy. "They've pulled up a seat at the table, are engaging and taking part in the conversation and fun. Texas Hold'em Poker players have a great playing partner in ampm and that will clearly be evident during the tournaments the next few months."
Texas Hold'em Poker, a Zynga game, is the most played poker game on MySpace, not to mention Facebook, and is increasingly played on the iPhone.
The ampm brand was founded in 1978 in Southern California by ARCO. The brand became part of BP when BP acquired ARCO in 2000. ampm convenience stores have been recognized in the Franchise Times "Top 200" and Entrepreneur's "Franchise 500." ARCO-branded ampm stores are currently found in California, Nevada, Oregon, Washington and Arizona; BP-branded ampm stores are located in Chicago, Indianapolis, Pittsburgh, Orlando, Columbus, Cleveland, Cincinnati and Atlanta. There are also more than 1,800 ampm stores in Brazil and Japan. BP supplies more than 15 billion gallons of gasoline every year to U.S. consumers through 13,000 retail outlets. BP is the single, global brand formed by the combination of the former British Petroleum, Amoco Corporation, Atlantic Richfield (ARCO), ARAL and Burmah Castrol.
Mindshare is a global media and marketing services network with billings in excess of $23 billion (source: RECMA). The network consists of 104 offices in 74 countries throughout the North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management for WPP, the world's leading communications services group.
appssavvy is a direct sales team for the social media space. The company, based in New York City and backed by TRUE Ventures, Scott Kurnit, founder of About.com and The New York Times Company, connects hundreds of social media applications with leading brands and agencies. Partnered with the largest vertical social applications in entertainment, moms, travel, games and pets, appssavvy provides advertisers with contextually-relevant programs reaching an audience of more than 50 million unique online consumers. appssavvy creates opportunities across the largest social platforms for brands to share in social activity around content, community, planning and product recommendations. For more information, visit www.appssavvy.com.
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