A&E

“Criss Angel Mindfreak” Premieres August 12 at 10 PM ET/PT ON A&E

NEW YORK, August 12, 2009 – A&E Network has executed a comprehensive, innovative, cross-platform campaign to enhance the “The Five Lives of Criss Angel” positioning for the launch of season five of “Criss Angel Mindfreak,” premiering on Wednesday, August 12 at 10 PM ET/PT on A&E.

As Criss Angel embarks on his most death-defying season to date with five one-hour death-defying specials the A&E Marketing team has supplemented traditional marketing with an innovative strategy including a cutting-edge 3D billboard on Sunset in Los Angeles with built-out coffins, 3D tombstone taxi cab tops in New York and a series of five ads throughout an issue of AM NY handed out by street teams dressed as mourners on premiere day that play into each of the death-defying episode themes. The team executed a viral marketing stunt at Comic-Con that featured a funeral procession of five coffins, pallbearers and mourners.

Additionally, the team expanded the strategy with a branded online game, augmented reality experience tapping into each of the specials themes and the first-ever television promotion within the Sony PS3 HOME Virtual Environment.

“Criss Angel creates event television and we wanted this marketing campaign to be as innovative and unexpected as the man himself,” said Guy Slattery, Senior Vice President of Marketing for A&E. “While the campaign is multi-platform it has a singular focus; that you will see Criss literally putting his life on the line each week for five weeks.”

Branded Online Game – “Kill Criss Angel” is a branded online game that lives on the A&E Criss Angel homepage allows fans and foes alike decide whether they want to help or kill Criss Angel as he attempts the dangerous “White Death”
demonstration. The game play adjusts according to the user’s personal opinion of the world-renowned mystifier. In addition, Facebook Connect allows users to proudly display to their friends whether or not they ultimately helped or killed Criss Angel. The “Kill Criss Angel” branded online game was designed and developed for A&E by The Visionaire Group, a leading digital creative agency based in Los Angeles.

Augmented Reality Experience – “The Five Lives of Criss Angel” is an augmented reality game that takes players through five levels that relate to each of the five episodes of the fifth season of “Criss Angel Mindfreak.” One of the first of its kind, this groundbreaking initiative leverages augmented reality to make the user’s hand the game controller, controlling the main game piece through hand gestures in front of a standard web camera. The game was created by New York based creative marketing firm Circ.us.

PS3 and Xbox360 – PlayStation Home the 3D social gaming service for PlayStation 3 users will now have the opportunity to watch “Criss Angel Mindfreak” video vignettes in the Home theatre. In addition, users have the opportunity to win two custom virtual items including a Criss Angel branded coffee table and coffin couch to accessorize their personal apartments in world. Digital billboard advertising will be used throughout various PlayStation Home spaces to promote all elements of the campaign and ultimately encourage tune-in to “Criss Angel Mindfreak” on A&E. Horizon Media Inc. paired up with strategic gaming partner Engage In-Game Advertising, to create the unique campaign in the PlayStation Home. A&E is the first network in PlayStation Home to promote a television series and the first-ever branded virtual furniture giveaway. Dynamic in-game advertising in extreme sports and racing titles across both Xbox 360 and PS3 were used to complement the campaign in Sony Home. These two genres were selected to target the thrill seeking male who is a part of Criss Angel’s core audience. Titles include: Shaun White Snowboarding, MX vs ATV Untamed, Skate 1, Skate 2, Need for Speed, Need for Speed Undercover, Need for Speed Pro Street and Dirt.