Hallmark Channel teams with Limbo to create and launch network's first-even mobile interactive initiative

JANUARY 15, 2008 -- Hallmark Channel, the nation’s leading family-friendly programmer, and Limbo, the world’s largest mobile entertainment community, today announced that they have teamed up to create and launch the cable network’s first-ever mobile interactive initiative on January 17. The campaign will extend and enhance the viewer’s experience for the premiere of the network’s original movie “The Good Witch,” on Saturday, January 19 (9-11 p.m., ET/PT).

“The Good Witch” stars Catherine Bell (“Army Wives”) as Cassie, a mysterious woman who moves into a small town, lives in a supposedly-haunted house and has everyone believing she’s a witch because of the magical changes she begins to make in everyone’s lives.  Soon, she opens Bell, Book & Candle, a shop full of mysteries and magic and is enthralling the children of the local Sheriff (Chris Potter, “The Young and the Restless”), who believe that she is a good witch. But not everyone in town is appreciative of their quirky new neighbor, and it may take a little bit of magic for her to truly become part of the community.

“Working with Limbo on Hallmark Channel’s first-ever mobile initiative was a great experience,” said Marvin Dorson, Senior Vice President, Creative Services, Hallmark Channel.  “Their work will help us capture an audience somewhat unchartered by us until now, and will help us not only drive awareness, tune-in and ratings but, more importantly, work toward the network’s overall strategy of supporting all of our original, family-friendly movies on multiple platforms.”

Players will be enticed with an opportunity to play ‘Limbo Unique’ – in which the winner is the person with the lowest unique number at the close of the game – via cell phone or online to win $2,000 and a portrait of the “Grey Lady,” one-of-a-kind movie memorabilia featured in the actual movie. Specific messaging regarding “The Good Witch” on Hallmark Channel will be rotated alongside this relevant consumer content during gameplay as players receive instant game responses and tips.  Traffic will be driven through a series of on-air spots during “The Good Witch,” encouraging viewers to log onto www.hallmarkchannel.com to play and win the portrait they’re currently seeing in the film. The initiative, which runs from January 17 to February 4, will also be promoted among Limbo’s more than one million mobile members in order to drive excitement and buzz around the new movie.

“Limbo creates relevant, enticing, free content experiences for players, which translates into high brand recall and affinity for our advertisers,” said Jonathon Linner, CEO and co-founder of Limbo. “Through this partnership, Hallmark Channel can immediately tap into the world’s largest mobile entertainment community to engage consumers in more personal relationships via their cell phones.”

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About Limbo
Limbo is the world’s largest mobile entertainment community. The company leverages its patent-pending advertising platform – including SMS, mobile web, mobile video, web, and email – to seamlessly integrate brands throughout unique games, content and community. The Limbo platform delivers over 50 branded interactions per consumer and unparalleled increases in purchase intent. The award winning, privately held company, headquartered in Burlingame, Calif., has awarded more than 900 Limbo winners with more than $1 million in prizes. Limbo is backed by three of the world’s top venture capital funds: Azure Capital Partners (www.azurecap.com), Draper Fisher Jurvetson (www.dfj.com), and New Enterprises Associates (www.nea.com).

About Hallmark Channel
Hallmark Channel, owned and operated by Crown Media Holdings, Inc., is a 24-hour basic cable network that provides a diverse slate of high-quality entertainment programming to a national audience of 84 million subscribers. The top tier program service is distributed through more than 5,300 cable systems and communities as well as direct-to-home satellite services across the country.  Hallmark Channel consistently ranks among the top 10 ad-supported cable networks in Prime Time and Total Day household ratings and is the nation’s leading network in providing quality family programming.  Crown Media also operates a second 24-hour linear channel, Hallmark Movie Channel, and will launch Hallmark Movie Channel HD in first quarter 2008. 
For more information, please visit www.hallmarkchannelpress.com.

Media Contacts
Stacy Geagan Wagner
Limbo
650-235-5980
pressinfo@limbo.com

Jaime Saberito
Hallmark Channel
212-445-6644
jsaberito@hallmarkchannel.com