QVC Challenges Case Western Reserve Students to 'Make It' Or 'Break It'

QVC and Mobile Discovery Team Up to Bring 2D User Experience in First-Ever
U.S. Mobile Code Trial Run

CLEVELAND, March 31 /PRNewswire/ -- Case Western Reserve University's
Institute for Management and Engineering (TiME) announced today that it is
teaming up with QVC, Inc. and Mobile Discovery to launch the first-ever,
large-scale mobile marketing campaign using 2D codes in the United States. The
campaign will be held March 31 through April 21 and promises to deliver the
experience of connecting the physical world with the mobile phone.
(Logo: http://www.newscom.com/cgi-bin/prnh/20070923/NESU001LOGO )
Popular in Asian and European countries, 2D code scanning provides users
with the opportunity to access information over the Web with their mobile
phones. This technology is now also prevalent on campus, as Case Western
Reserve students participate in a QVC and Mobile Discovery marketing campaign,
"The Q Code: Make It or Break It," to demonstrate the ease and functionality
behind 2D codes.
"We are excited for our students to participate in this revolutionary
campaign. They not only get to learn about this new, groundbreaking technology
in the classroom, but also engage in the experience all over campus," said
Case Western Reserve University Chief Information Officer Lev Gonick.
"The Q Code: Make It or Break It" campaign includes a two-pronged
sweepstakes. Students can "Make It" by visually and virally spreading the word
throughout campus by creating their own codes and campaigns, using the Mobile
Discovery technology, for an entry into the Sweepstakes. The code creators
will then encourage other students to scan their code, and each time the code
is scanned, that student will be rewarded with an entry into the Sweepstakes.
Moreover, after the code is scanned four times, the code creator will receive
an additional entry into the Sweepstakes.
The other part of the Sweepstakes, "Break It," entails a graphic of "The Q
Code" (specifically created for this campaign), which will be prominently
displayed around campus. Each time the Q Code is scanned, students will be
entered for a chance to win daily prizes from QVC, as well as the Sweepstakes
grand prize (40" diagonal HDTV). The daily prizes will range from high-end
electronics to brand-name beauty products and designer jewelry, including
items from Carson Kressley, Heidi Klum, Clinique, Michael Kors, philosophy,
Garmin and Junior's cheesecakes.
"This opportunity was a natural fit for QVC. It's the next killer app in
advertising, and we're taking it to the next level in a friendly, opt-in
nature," said QVC's Chief Marketing Officer and Senior Vice President Jeff
Charney. "QVC wants to be everywhere that its customers are. What better way
to showcase the features of this new technology than through the next
generation of QVC shoppers?"
The 2D code trial is being conducted on campus by TiME's Master of
Engineering and Management (MEM) students as part of a two-semester course on
product design. Twelve MEM students act as the project leads for the campus
wide trial. The MEM students helped develop "The Q Code: Make It or Break It"
concept.
"QVC is widely known for its entrepreneurial spirit and dedication to its
hallmark traits - Quality, Value and Convenience," said Founder and CEO of
Mobile Discovery, Inc. David Miller. "This new mobile technology promises to
change the way we live our lives and seek information. That said, we couldn't
think of a better partner to help demonstrate this new technology's
capabilities."
The Q Code: Make It or Break It Sweepstakes is subject to Official Rules,
found at www.mobilediscovery.com. The Sweepstakes is void where prohibited and
open to Case Western Reserve University students, faculty and staff, 18 years
or older with a valid, working @case.edu e-mail address.
Mobile Discovery's Code Management Platform (called CodeIntelligence(TM))
provides advertisers a Web portal for building and managing a cross-carrier 2D
code mobile marketing campaign. The trial demonstrates a clear roadmap for
commercialization for advertisers, publishers and carriers.
For more information, please visit http://youtube.com/watch?v=LEUC-3ZmhCg.
About The Institute for Management & Engineering (TiME)
Located at Case Western Reserve University, in Cleveland Ohio, The
Institute for Management and Engineering (TiME) brings together the resources
of the University's Case School of Engineering and Weatherhead School of
Management. TiME is uniquely positioned to help both students and technology-
based companies learn how to integrate engineering and management proactively.
Our entrepreneurial education equips students and businesses to achieve
superior organizational performance. TiME's mission is to foster the
integration of these disciplines through Education offered through the Masters
Degree in Engineering and Management, Industrial Relationships and
Experiential Learning. Web site: http://www.time.case.edu.
About QVC
QVC, Inc., a wholly owned subsidiary of Liberty Media Corporation
attributed to the Liberty Interactive Group (Nasdaq: LINTA), is one of the
largest multimedia retailers in the world, with annual revenue of more than $7
billion. QVC is committed to providing its customers with thousands of the
most innovative and contemporary beauty, fashion, jewelry and home products.
Its programming is distributed to more than 166 million homes worldwide. The
company's Web site, QVC.com, is ranked among the top general merchant Internet
sites. With subsidiaries in the United Kingdom, Germany and Japan, West
Chester, Pa.-based QVC has shipped more than a billion packages in its 21-year
history.
About Mobile Discovery
Founded by David Miller, Mobile Discovery brings new functionality to the
wireless space, unlocking value for marketers, revenue for carriers and
functionality for consumers. Mobile Discovery's software addresses the needs
of three sectors of the mobile marketplace allowing advertisers to engage the
consumer in new and innovative ways, carriers to leverage existing assets to
drive new revenue and providing wireless subscribers the ability to leverage
the network to explore, learn and interact.
SOURCE The Institute for Management & Engineering (TiME)

Suzette Williamson, Executive Director of The Institute for Management and
Engineering, +1-216-368-0598, suzette.williamson@case.edu; Jason Tirotta of
Case Western University, +1-216-368-6890, jason.tirotta@case.edu; Kate Kirsch
of QVC, +1-484-701-1048, Kathleen_Kirsch@QVC.com; or Patrick Farrell of Mobile
Discovery, +1-917-331-2166, patrick@abelsongroup.com