SOURCE: MediaBrix


May 16, 2013 09:00 ET

Frontline® Plus Partners With MediaBrix for Cross-Platform Advertising Campaign Leveraging Breakthrough Moments in Gaming

Frontline Plus Is the First Brand to Launch an Advertising Integration Within King's Popular Facebook Game Pet Rescue Saga

NEW YORK, NY--(Marketwired - May 16, 2013) - MediaBrix, the leading advertising platform for social and mobile games, today announced that it has been selected by Frontline® Plus, the #1 vet-recommended product for flea and tick control1, to create an immersive, cross-platform advertising campaign that will feature a first-ever integration with Pet Rescue Saga, the top ten Facebook game from cross-platform games company King, a worldwide leader in casual social games. The integration with the popular social game begins on May 16 and will utilize the MediaBrix product suite to deliver brand messaging during breakthrough moments -- natural, critical points in the game where people are most receptive to advertising.

Frontline Plus will be the first brand to fully integrate and run engaging advertising within breakthrough moments of Pet Rescue Saga, which attracts more than 5 million daily active users on Facebook according to AppData. Through MediaBrix's products, Frontline Plus will become an integral part of gameplay with a special, branded map screen and custom elements throughout the game, inspiring positive brand recognition and awareness among the dedicated Pet Rescue Saga player base.

Frontline Plus will also give out three daily Block Buster boosters per user to help them protect their pet during difficult game levels -- a concept aligned with how Frontline Plus products help protect users' pets in real life. Complimentary product coupons will be offered at congratulatory points in the game to celebrate with users and encourage them to try Frontline Plus, directly impacting their purchase intent. With brand messages being additive to gameplay Frontline Plus will not only achieve marketing success, but consumers will also embrace and establish personal connections with the brand.

Frontline Plus' mission is to drive awareness and promote consumer demand among their target audience in social gaming. According to an Insight Express study, 90% of social gamers own a pet. Furthermore, ComScore indicates that MediaBrix reaches Frontline Plus' target audience nearly three times more than any other platform. Frontline Plus will be using the entire MediaBrix product suite, with a focus on Flex and Fusion products for the integration, Views across the network and plans to run Rewards in the future. 

"Frontline Plus recognizes that there's a huge opportunity to add value for our consumers through social gaming," said Nikkia Starks, Director of Consumer Marketing, Frontline Plus. "Last year, out of the entire plan, MediaBrix delivered the highest number of coupon downloads for us. Partnering with MediaBrix and creating an ad experience with the highly relevant social game Pet Rescue Saga is going to take connecting with our consumers to a new level."

"We are pleased to help Frontline Plus appeal to its audience in a thoughtful and innovative way," said Ari Brandt, CEO and Co-founder, MediaBrix. "Rarely is there such an emphasis from both the brand and the platform in reaching the right audience at the right time. Frontline Plus' campaign is going to be an incredible success."

About MediaBrix
MediaBrix ( powers the industry's leading advertising platform for social and mobile games. Through a suite of proprietary products and analytics, the company delivers immersive brand messages during breakthrough moments (BTMs) within games when people are most receptive to marketing messages. Our ads elicit positive emotions by rewarding users and enhancing the user experience during gameplay. As a result, people appreciate the brand's participation and they develop an emotional connection to the brand. MediaBrix's campaigns routinely see average video completion rates 84x the industry average, a 500% lift in brand awareness compared to online normative averages and engagement rates as much as 2000% higher than other forms of digital advertising.

Hundreds of top brands, including Coca-Cola, MTV and T-Mobile, and many of the world's largest game developers leverage the MediaBrix platform to provide over 500 million user-friendly BTMs to more than 200 million people each month.

MediaBrix is based in New York with offices in Los Angeles, San Francisco and Chicago.

About Frontline
Frontline Plus is a monthly topical flea and tick control product for dogs and cats. Frontline Plus kills 100% of adult fleas on your pet within 12 hours and 100% of all ticks and chewing lice within 48 hours2. Frontline Plus contains an insect growth regulator, S-methoprene, which kills flea eggs and larvae. It's effective against all stages of the brown dog tick, the American dog tick, the lone star tick and the deer tick (the major carrier of Lyme disease).

1. Data on file at Merial.

2. Everett WR, Gross SJ, Tanner PA, Carithers DS. Immediate and residual speed of kill of FRONTLINE Plus (fipronil + (S)-methoprene) against Rdl-homozygous fleas on dogs assessed at twelve, eighteen, and twenty-four hours post-treatment and following subsequent weekly infestations. Intern J Appl Vet Med. 2011;9(2):119-122.

®FRONTLINE is a registered trademark of Merial. All other marks are the property of their respective owners. ©2013 Merial Limited, Duluth, GA. All rights reserved. (5/2013)

About King
King is the world leader in cross-platform, bite-sized games, with more than 12 billion gameplays per month globally. King offers 150 exclusive games in 14 languages through mobile, Facebook and the website The company has offices in London, Stockholm, Barcelona, Bucharest, Hamburg, Malta, Malmo and San Francisco. For more information, visit

© 2013 Ltd. All rights reserved. The King crown logo and Pet Rescue Saga are trademarks of Ltd. All other designated trademarks and brands are the property of their respective owners.

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  • Melissa Sheridan
    Pointblank Communications
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