SOURCE: BillMyParents

BillMyParents

August 11, 2011 09:30 ET

BillMyParents Kicks Off New Multimillion-Dollar Marketing Campaign at BlogHer '11 Conference

Launch of Humorous but Informative "Anti-Green Movement" Is Well Received by Influential Network of Women Bloggers

SAN DIEGO, CA--(Marketwire - Aug 11, 2011) - BillMyParents (OTCQB: BMPI) (OTCBB: BMPI), leaders in the teen prepaid card space, debuted their new, high-impact marketing campaign -- the Anti-Green Movement -- at the 7th annual BlogHer conference last weekend at the San Diego convention center. BlogHer attracted 3,600 women bloggers who gathered to attend social media-related sessions, panels and networking events, as well as an Expo where household-name consumer brands promoted their newest products. The launch of the BillMyParents' Anti-Green Movement at BlogHer is part of a comprehensive new marketing campaign that will extend through the end of the year, span multiple consumer channels, and is expected to expose the BillMyParents brand to tens of millions of consumers.

The tongue-in-cheek Anti-Green Movement marketing campaign uses disruptive messages like "green is bad" and "plastic is good" to capture consumers' attention and entertain them, while educating them on the benefits of prepaid cards ("plastic") over cash ("green") for teens. Instead of relying on cash, which can be lost and unaccounted for, BillMyParents offers families the reloadable SpendSmart Card that enables parents to track teen spending in real time via instant alerts, providing opportunities for immediate feedback.

Impactful and well received, campaign execution included a series of simulated protests that took place in and around the convention center, where PAGG (Parents Against Going Green) members denounced cash and chanted slogans "Don't go green! Do go plastic!" and "Can green reduce teen spending? NOPE!" Visitors to the BillMyParents Expo booth cited their interest in the brand was a direct result of the new marketing messages, and daily website visits nearly doubled between the beginning and the end of BlogHer.

"BlogHer '11 was the perfect place and moment in time to launch the Anti-Green Movement," said Evan Jones, vice president of marketing for BillMyParents. "This was an unparalleled opportunity to personally interact with members of this uniquely influential group whose livelihood is based on constant communication and networking -- and many of them are moms. We were able to really stand out, grab attention and then educate attendees about BillMyParents. The response was overwhelmingly positive, and underlined how much need there is for what we do."

A BlogHer '11 Gold level sponsor, BillMyParents also hosted an exclusive luncheon for 100 select bloggers, giving an in-depth look at the brand and new campaign, including a mock-newscast video about the Anti-Green Movement and PAGG. Special luncheon entertainment included guest appearances by Liz Gumbinner and Kristen Chase, founders of CoolMomPicks, and blogosphere stars Eden M. Kennedy and Alice Bradley, for a humorous segment on parenting in the digital age. CoolMomPicks, a popular blog where the two moms track down new family-friendly products, has been featured on The TODAY Show, CBS's The Early Show, and ABC News Now.

With an extended network that reaches over 20 million women each month, BillMyParents identified BlogHer participation as a crucial next step in their major marketing push into the parenting demographic segment this year.

For more information, please visit: www.billmyparents.com

For more information about the Anti-Green Movement, please visit: www.plasticisgood.com

About BillMyParents
BillMyParents, Inc. (OTCQB: BMPI) (OTCBB: BMPI) offers the perfect solution for parents who want to help their teens develop smart spending habits. The BillMyParents SpendSmart Card is the only instantly trackable, reloadable prepaid card that lets parents and teens track spending in real time. Features include the ability to instantly lock, unlock and reload the card at any time; text alerts to parents and teens showing real-time transaction details with each purchase; and the freedom and security of a prepaid card without the risk of overdrafts, accruing debt or affecting credit scores. BillMyParents provides parents with a modern way to help teach their teens financial responsibility, when it counts. For more information, please visit www.billmyparents.com

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