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Lets Users "Tell-A-Friend" to Raise Money

November 6, 2000

PORTLAND, Ore., Nov 6, 2000 (BUSINESS WIRE) — Banking on the success of its summer blockbuster, The Perfect Storm, Warner Bros. turned to eMessaging provider @Once to launch an e-mail campaign to raise money for the American Red Cross.

Warner Home Video's rich media newsletter hits customer in-boxes two weeks prior to its November 14 release of The Perfect Storm. The donations will be based on the success of @Once's "Tell-a-Friend" program, committing five cents to the American Red Cross for each e-mail that recipients forward on to a friend — up to 1,000,000 e-mails or $50,000.

@Once designed The Perfect Storm e-mail campaign, using rich-media, to reflect the movie's state of-the-art special effects. The Perfect Storm e-mail uses Flash(TM) media to deliver action frames from the movie and streaming audio.

"This charitable promotion is our most unique e-mail effort to date," said Jim Wuthrich, vice president of marketing for Warner Home Video. "The Perfect Storm campaign not only helps raise awareness for the video release, but it supports an important organization that provides aid to people around the world."

"Warner Bros. is using its most valuable asset — customers — to reach a broader audience and fundraise for a fantastic organization, while at the same time, increasing its own brand exposure," stated Jon Brodeur, president of @Once.

A permission-based eMessaging company, @Once began working with Warner Bros earlier this year to design, build and deliver its Warner Home Video newsletter. @Once tracks the success and provides analysis of each e-mail campaign, and will calculate the final number of e-mails from The Perfect Storm campaign forwarded through its Tell-a-Friend service. Warner Home Video is using the Tell-a-Friend program to capitalize on the interactive and networking attributes of e-mail, allowing recipients to refer friends and colleagues for the given offer.

Tell-a-Friend — Maximizing Your Greatest Asset

The process starts when e-mail recipients click on an embedded Tell-a-Friend link in the e-mail, which takes them to a Web form. Users enter up to three e-mail addresses for friends who might be interested in the featured campaign. These designated "friends" then receive a personalized version of the e-mail message and can choose to take advantage of the featured offer, opt-in to future e-mail newsletters or continue the Tell-a-Friend process by recommending another person.

@Once Tell-a-Friend Ensures a "Friend's" Privacy

@Once administers its Tell-a-Friend campaigns in such a way that they do not capture or store the e-mail addresses of the friends and colleagues that are recommended by its clients' current (opt-in) customers. @Once serves as the e-mail engine for its clients and forwards one e-mail only to each "friend" that is identified by the customer. The recipient will receive no further correspondence unless they choose to opt-in through a registration page to receive additional communications from the company.

About Warner Home Video

With operations in 78 international territories — more than the video division of any other studio — Warner Home Video commands the largest distribution infrastructure in the global video marketplace. WHV'S film library is the largest of any studio, offering top quality new and vintage titles from the repertoires of Warner Bros. Pictures, Turner Home Entertainment, Castle Rock Entertainment, HBO Home Video and New Line Home Video.

About @Once

@Once is a one-to-one eMessaging company that provides clients with the ability to attract, learn and deliver highly targeted and cost-effective electronic direct mail campaigns. A leader in the industry, @Once delivers these services through the @Once eMessaging system, which combines in-house technologies with the best products from established worldwide leaders such as Kana (Nasdaq:KANA), Broadbase Software (Nasdaq:BBSW) and BroadVision (Nasdaq:BVSN) while always adhering to strict consumer privacy guidelines. Founded in 1998, @Once is headquartered in Portland, Oregon, with offices in New York, San Francisco, Los Angeles, Boston and Minneapolis. @Once provides services for companies such as Nintendo, Hollywood Video,, Warner Bros. and RealNetworks. For more information, contact @Once 877/286-6232, or visit the web site at

@Once is a registered trademark of Other names herein may be the property of their respective owners.

CONTACT: Imagio Technology Public Relations, Debra Preitkis, 206/625-0252 or @Once, Jeff Schline, 503/241-4185

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