| 04/10/2003 |
| Labatt Blue Introduces 24BLUE, North America’s First Common Short Code |
| Winning Stanley Cup Finals Tickets Now as
Easy as “Texting” 1, 2, 3 Common Short Codes, the first of their kind in North America, are five or six-digit numbers, that are shared between all mobile carriers in Canada. Many mobile service providers offer their own short codes for carrier-specific promotions, but until 24BLUE, were not able to reach other carriers’ subscribers in a unified approach. Short Codes are easy to remember and provide direct links to exclusive offers, contests and information. Labatt Blue’s 24BLUE Common Short Code offers hockey fans the opportunity to experience the Labatt Blue/NHL® Cup Crazy™ Trivia Challenge from most provinces in Canada. "Labatt Blue is leading the industry with 24BLUE, North America’s first Common Short Code," said Kathy Murphy, national public affairs manager, Labatt Breweries of Canada. "We are essentially writing the script of how promotions like this will be carried out. More and more people are sending text messages every day. The launch of 24BLUE continues our proud tradition of developing innovative ideas that build personal relationships with beer drinkers in Canada, a corporate commitment that dates back over 150 years." To participate in the Labatt Blue / NHL® Cup Crazy™ Trivia Challenge, sports enthusiasts can send the text message PLAY to 24BLUE or visit www.labattblue.ca. Prior to registration, participants are required to indicate if they are of legal drinking age. Weekly rounds of three trivia questions will be sent beginning April 10, 2003. In order to qualify for prizing, participants must register at www.labattblue.ca before the contest closes on May 12, 2003. Canada’s mobile phone operators have come together with the Canadian Wireless Telecommunications Association (CWTA) to offer Common Short Codes that will be activated universally across all operators’ networks. Labatt Blue has partnered with D3 Management, its interactive agency of record, to deliver both the online and mobile design associated with this promotion. D3 specializes in the development of online brand strategies that integrate all forms of media through the use of digital, data and direct marketing solutions. D3 has strategically partnered with Impact Mobile, Canada's leading provider of mobile communication solutions, who were exclusively selected by the CWTA to provide the mobile technology platform for this initiative. Labatt Blue is the best selling Canadian beer in the world and the number three import brand in the United States. Labatt Breweries of Canada is one of the nation’s longest-established and most successful brewing companies. A proud brewer of quality beers, Labatt employs 3,800 Canadians, operates eight breweries from coast to coast and distributes in 40 countries. Labatt is part of Belgian-based Interbrew S.A., the second largest brewer in the world. For further information, please contact: Kathy Murphy, Manager, Public Affairs |