Jumptap Launches Hardee's Mobile Campaign for Their New Biscuit Holes "Sounds So Wrong But Tastes So Right"

CAMBRIDGE, MA, Jun 29 (MARKET WIRE) --
Hole-y moley! Hardee's(R) is adding a sweet and petite new item to its
delicious line of Made From Scratch(TM) biscuits -- Biscuit Holes. The
new hole needs a name and Hardee's is asking customers to name its holes
through an integrated multi-platform, customer-interactive promotional
campaign (see related press release) and mobile is high on the menu!

Hardee's Mobile Campaign:

Jumptap Premium and Performance Mobile Advertising Campaigns

The Hardee's campaign will deliver geo-targeted advertising across
Jumptap's premium ad network through a channel composed of premium sites
and applications predominantly frequented by adults 18 - 49. This
customized channel will be a collection of premium social networking,
entertainment, sports and lifestyle brands in mobile tailored for the
specific target audience. Publishers in this channel will include Boost
Mobile, Joker Poker, MocoSpace, LimeLife and Weatherbug. Hardee's will
also run display ads on tapMatch, Jumptap's self-service PPC mobile
performance marketplace. Jumptap provides valuable unique reach to highly
qualified audiences and advanced targeting technology that lets brands
deliver the most relevant messages to their specific audiences for
enhanced engagement, higher response and conversion rates, and better ROI
from their marketing spend.

iLoop Mobile "NameOurHoles.com" Mobile Enabled Web Site

The mobile optimized site, created by iLoop Mobile, the market's leading
provider of integrated mobile marketing solutions and services, seamlessly
integrates with the campaign Web site via form fields that collect the
user's suggested name for the Biscuit Holes, as well as other user profile
data. The data is transmitted to the Web site database, where the
suggested name is inserted into the TV spots. The mobile site also
features rich media such as videos of the ads, viral branded mobile
greeting cards sent person-to-person, site forwarding, product
information and more.

InsightExpress Advertising Effectiveness Study

InsightExpress, a leading digital marketing research firm, will measure
the mobile campaign's success using a Mobile AdInsights(SM) advertising
effectiveness study. This research will show the changes in consumer
awareness, message association and purchase intent after exposure to the
display banners and landing page. Using Mobile InsightNorms, a database
of 50+ mobile campaigns, InsightExpress will also compare the
effectiveness of the Biscuit Holes campaign to previous mobile studies.

"We love to entertain our customers," said Brad Rosenberg, Hardee's
manager of digital strategy and marketing. "Through Jumptap's unmatched
network of premium publishers and carrier inventory, we are able to
target specific geographies and audiences and communicate in a way that
makes interaction easy and fun."

Los Angeles-based advertising agency Mendelsohn Zien Advertising (which
represents Hardee's) won the Jump2Mobile Mobile Advertising Immersion
Giveaway sponsored by and Jumptap at the MobileMix conference held in San
Francisco on April 21, 2009
(http://www.jumptap.com/press-release/2009/1/53). The goal of the program
is to showcase the ease in launching a mobile marketing campaign and
demonstrate the overall effectiveness of mobile advertising.

"We are so excited to use the mobile channel in launching the Hardee's
biscuit holes campaign," said Brandi Montague, Mendelsohn Zien's Account
Director, Digital. "All the vendors demonstrated such expertise in their
respective areas making the entire process fast and simple. We are looking
forward to sharing our experiences with a broader audience to help
showcase the ease in launching a mobile marketing campaign and
demonstrate the overall effectiveness of mobile advertising."

All the participants will return to ad:tech New York on November 4, 2009
to showcase the results of the campaign and share lessons learned from
taking an existing multi-platform campaign and integrating mobile into the
mix.

"More and more advertisers are realizing that integrating targeted mobile
advertising into media campaigns can dramatically increase their unique
reach and drive user engagement," added Paran Johar, CMO of Jumptap.

About Jumptap

Jumptap is the global leader in mobile advertising solutions, providing
superior performance and premium advertising solutions that run across the
highest quality premium mobile ad network. Jumptap leverages its search
technology and 16 operator relationships to deliver the most advanced
targeting intelligence for advertisers seeking the highest return on
investment from their campaigns while helping publishers and application
developers maximize advertising revenue from their mobile properties. We
enable carriers to maintain a profitable position in the advertising
ecosystem by securely leveraging their data assets to build targeted user
profiles.

For more information, visit www.jumptap.com.

Contacts:

Julie Ginches - julie.ginches@jumptap.com tel. (617) 460-2330
www.jumptap.com

Brandi Montague - bmontague@mzad.com tel. (310) 444-1990 www.mzad.com

Jenna Petroff - jpetroff@ckr.com tel. (314) 259-6277 www.hardees.com

Shelli Winter - shelli@ad-tech.com tel. (805) 423-0128 www.ad-tech.com

Michael Ahearn - michael.ahearn@iloopmobile.com tel. (408) 907-3367
www.iloopmobile.com

Joy Liuzzo - jliuzzo@insightexpress.com tel. (203) 252-7005
www.insightexpress.com

Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=1013049

Contact:
Julie Ginches
julie.ginches@jumptap.com
tel. (617) 460-2330
www.jumptap.com

Copyright 2009, Market Wire, All rights reserved.

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