An Energizer Battery: Live In Concert With 18,000 Screaming MySpace Friends

An Energizer Battery: Live In Concert With 18,000 Screaming MySpace Friends

Energizer Keeps the Music Going with Aggressive New Media Marketing to Younger Audiences

ST. LOUIS, Oct. 9 /PRNewswire-FirstCall/ -- On stage with rapper Slim Thug, playing back-up to punk rockers Cartel, touring the country with Motion City Soundtrack, sharing the spotlight with U2's lead guitarist, The Edge, and appearing at an upcoming House of Blues concert tour, this new act has made it big.

Enter the Energizer(R) e2(R) Titanium Technology(R) battery. This high performance, longer lasting alkaline battery has been powering the music scene with its keep going attitude. Designed for MP3 and CD players*, the battery resonated with the youth audience through its "Long Live Music" platform.

In an effort to respond to the youth's fragmented consumer attention and an abundance of consumer created content, Energizer(R) e2(R) Titanium Technology(R), like several other companies, has charted new territory in marketing. By connecting with the right channels to reach their consumers directly, Energizer(R) e2(R) Titanium Technology(R) engaged in a small, fiercely-targeted multi-media marketing campaign. It exercised a unique partnership with MySpace.com, sponsored live concerts and music tours, engaged consumers in text messaging campaigns, podcasts and viral marketing to hit the hip hop, indie pop, rock, underground and alternative music listener.

Energizer recently teamed up with Music Rising, U2 and Green Day to exclusively sponsor the download of a new joint single, The Saints are Coming, on Rhapsody.com. All proceeds from the downloads of the exclusive online single benefited Music Rising, an instrument replacement charity for musicians affected by Hurricane Katrina founded by The Edge, producer Bob Ezrin and Gibson Chairman and CEO Henry Juszkiewicz. To keep the music going, Energizer donated $50,000 to the Music Rising initiative, and also matched the wining bid on an auction for an exclusive Music Rising guitar, styled after the t-shirt U2's guitarist, The Edge, wore to the Grammy's. Through this partnership with Gibson guitars, an additional $11,000 was raised for the Music Rising Organization.

The highlights continue with the Energizer(R) e2(R) Titanium Technology(R) Freestylin' Music Contest that leveraged a partnership with custom car culture publication, DUB Magazine. National hip hop artist and celebrity judge Slim Thug selected the top amateur hip hop freestyler to meet up with Slim and perform the winning entry live. The contest generated 8,400 MySpace friends in less than eight weeks for the Energizer profile ( http://www.myspace.com/energizer ).

To kick off the summer, Energizer used its MySpace presence to reach indie rock fans through its sponsorship of the CMJ Rock Hall Music Festival in Cleveland. Fans voted on their favorite performers who then received an opening slot at a club show, as well as a starring role in a viral video housed at http://www.myspace.com/theleaddrummer .

"The goal of the music partnerships and support of cross-genre musicians is to drive the message that e2 Titanium is the battery for music, and target our Gen Y music listeners where they get their information -- online," said Michelle McPherson, brand manager for Energizer(R) e2(R) Titanium Technology(R). "We are providing a forum to meet their favorite band, to interact with other music enthusiasts, receive free music downloads and attend exclusive events. We know we have to reach this audience in different ways than traditional marketing and are excited about the response to this music message."

Energizer(R) e2(R) Titanium Technology(R) spent the rest of the summer traveling with the Vans Warped Tour activating the Energizer Encore promotion that allowed fans to vote for the band they'd like to see play 10 minutes longer. With a heavy MySpace presence, an intense text messaging program and exclusive opportunities for the fans to interact with bands like Motion City Soundtrack, Energizer(R) e2(R) Titanium Technology(R) engaged in conversations with its target audience in over 14 million unique interactions.

The momentum behind Energizer(R) e2(R) Titanium Technology(R) keeps going. In the upcoming months the batteries will exclusively sponsor an alternative rock House of Blues concert tour, which will resonate with the Gen Y music lover.

Additional information on Energizer(R) e2(R) Titanium Technology(R) batteries can be found at http://www.energizer.com/ .

* Best performing AA alkaline battery in CD Players and AAA alkaline battery in MP3 Players. Based on the ANSI Digital Audio test.

Energizer(R) e2(R) Titanium Technology(R) batteries provide longer lasting power in high-tech devices. They are manufactured by St. Louis, Mo.-based Energizer Holdings, Inc. (NYSE:ENR), one of the world's largest manufacturers of primary batteries and flashlights and a global leader in the dynamic business of providing portable power. In addition, Energizer is the parent company of Schick-Wilkinson Sword, the second largest manufacturer of wet shave products in the world. Visit http://www.energizer.com/ for more information.

First Call Analyst:
FCMN Contact: jacquelinee.burwitz@energizer.com

Source: Energizer Holdings, Inc.

CONTACT: Kate Manfull for Energizer, +1-314-552-6715, or
kmanfull@webershandwick.com , or Jackie Burwitz of Energizer, +1-314-985-2169,
or JacquelineE.Burwitz@energizer.com

Web site: http://www.energizer.com/
http://www.myspace.com/energizer
http://www.myspace.com/theleaddrummer

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