Belly Flop Armageddon Banner-Game Makes a Splash with PointRoll Fans



    ATLANTA, Aug. 7 /EMWNews/ -- Fletcher Martin, an integrated

marketing communications agency, has been awarded the Beanie Award for the

interactive banner-ad game "Belly Flop Armageddon" designed to entice

consumers into demonstrating their best belly flop online while introducing

them to BioGuard.com, the nation's premier suppliers of pool and spa care

products. Selected from over 800 campaigns each month, Beanie Award winners

are part of an elite group and represent the most outstanding use of rich

media technology through exceptional design, use of functionality or

superlative campaign metrics. Less than one percent of all PointRoll

campaigns are recognized with a Beanie Award.



    In the game, players can position a diver to achieve the biggest belly

flop splash possible. Points are accrued based on splash, pain and grace

(or lack thereof). "We had a lot of fun creating this banner-game," said

Brad Sarmiento, FM's VP of Interactive. "We decided to take things a step

above the usual minimalist banner ad and develop 'Belly Flop Armageddon,'

so consumers could have some fun with the BioGuard brand. It's always an

honor when your work is so well received and recognized by your peers."



    Fletcher Martin has been seeing great success with banner-ad-games in

recent months. According to Forrester Research, click-through rates on

advertisements that are part of a game are around 20 times higher than the

0.05 success rate of traditional banner advertisements at one percent. As a

result, the total spend on interactive marketing is set to increase from

$18 billion to $61 billion by 2012.



    Other Beanie Award winners include Universal Pictures and Ignited for

Wanted, and 20th Century Fox Home Entertainment and Moxie Interactive for

Jumper.



    Belly Flop Armageddon appeared on HGTV.com, DIY.com, and FineLiving.com

and can currently be found in the Backyard Fun section of

http://www.bioguard.com/us as well as on various online gaming sites.

    About Fletcher Martin



    Fletcher Martin is an integrated marketing communications agency owned

by the executive management of the agency and MDC Partners, Inc., one of

the world's leading marketing communications firms. Founded in 1979,

Fletcher Martin helps clients disrupt their category or industry by

providing insights and context to drive and change business. This

disruptive change is led by the agency's unique specialty consulting

capability. Compensation is performance-based, and plans are executed

through advertising, interactive, direct marketing and public relations

services. For more information, visit http://www.fletchermartin.com .