SOURCE: Hipcricket, Inc.

Hipcricket, Inc.

April 15, 2014 08:00 ET

Hipcricket Launches "Mobile-First" Engagement Strategy for Industry Leading Central Garden & Pet

New Interactive Mobile Site Reveals Mobile Isn't "For the Birds," It's for the Birders

BELLEVUE, WA--(Marketwired - Apr 15, 2014) - Hipcricket®, Inc. (OTCBB: HIPP) (OTCQB: HIPP), the leader in mobile engagement and analytics, has delivered a complete mobile experience for the birding customers of Central Garden & Pet Company, a leading innovator, marketer and producer of quality branded products for the lawn, garden and pet supplies markets. The mobile experience provides a seamless path to purchase for Central's branded Pennington Wild Bird products, with in-store capabilities accessed via SMS short codes and QR codes.

"Our customers increasingly want to access information on-the-go on their mobile devices. This required us to make a dramatic shift in how we engage our growing, passionate birding customer base through mobile," said Chuck Yeager, vice president of marketing operations at Central Garden & Pet. "Hipcricket has provided an effective way to instantly reach all of our bird enthusiasts, from rookies to the most experienced birders, and then guide them through the entire path to purchase. This new mobile experience strengthens our brand loyalty while inspiring the love of birding."

The cornerstone of any "mobile-first strategy" is a mobile-optimized website, like Hipcricket has created for Pennington Wild Bird. After taking the customer to the site via a QR code or SMS short code, the site works on two levels: first, it serves as an in-store tool to help shoppers learn about which Pennington feed and feeder to purchase in order to attract the particular birds they want to watch. Once customers have selected the right products, they can learn more by exploring the birding info on the mobile site. The in-depth birding information was provided in partnership with the Cornell University Lab of Ornithology.

"For Hipcricket, mobile marketing is about providing real value to your customers in a way that is interactive and engaging," said Doug Stovall, chief operating officer at Hipcricket. "What we've done for Central Garden & Pet is to mobilize the most important information its customers care about, namely what products they need to buy and what species they are viewing. This type of mobile strategy builds stronger brand loyalty and increases engagement across all channels."

About Hipcricket
Hipcricket, Inc. (OTCBB: HIPP) & (OTCQB: HIPP) provides a unified mobile engagement platform that drives awareness, sales and loyalty. Its AD LIFE® platform has been used by internationally recognized brands and agencies to power more than 400,000 campaigns across SMS, 2D/QR codes, mobile websites, advertising networks, social media and branded apps. For additional Hipcricket news and information, visit www.hipcricket.com or text "NEWS" to 24474.

Hipcricket®, AD LIFE® and the Hipcricket logo are trademarks of Hipcricket, Inc. All rights reserved. 2014.

Important Cautions Regarding Forward-Looking Statements
This press release contains forward-looking statements regarding future events and our future financial performance. All statements other than present and historical facts contained in this release, including any statements regarding our plans for future operations, anticipated future financial position, anticipated results of operations, financing plans, business strategy, competitive position, opportunities for growth and industry trends, are forward-looking statements. All forward-looking statements involve risks, uncertainties and contingencies, many of which are beyond our control. Our actual results, performance or achievements may differ materially from those projected or assumed in any of the forward-looking statements. Factors that could cause actual results to differ materially from the forward-looking statements include, among others: overall economic and business conditions; the demand for our products and services; competitive factors in our industry; the emergence of new technologies; our cash position; the availability of funding sources; the strength of our intellectual property portfolio; and changes in government regulations in our industry. A more detailed discussion of these factors is set forth in our annual report on Form 10-K for the year ended February 28, 2013 and other reports filed with the U.S. Securities and Exchange Commission. The Company does not intend, and undertakes no duty, to update any forward-looking statement to reflect future events or circumstances.

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