Report Groundbreaking Results at Conclusion of "Spraychel for President" Next- Generation Rich Media Ad Campaign

Interactive Ad Units Help Spraychel Campaign Rock the Vote,

Achieving as High as 16 Percent Interaction Rates Across MSN

PASADENA, Calif.--(BUSINESS WIRE)--September 22, 2008 Interpolls, a leading rich media and next-generation advertising technology company, has joined I Can't Believe It's Not Butter!(R) and Microsoft Corp. to announce the results of the recent "Spraychel for President" rich media advertising campaign which concluded July 27. The election-themed campaign incorporated a mix of tongue-in-cheek humor and a high degree of user interactivity to successfully showcase the I Can't Believe It's Not Butter!(R) brand across MSN, the Microsoft Advertising global media network.

Microsoft Advertising supports a wide variety of rich media partners to make executing campaigns on its network as easy as possible for its advertisers. In this "Spraychel for President" campaign, Interpolls brought a unique set of rich media executions including Interpolls Rich Media Widgets(R) and its polling functionality, which engages users and encourages interactivity by asking them a compelling question.

Throughout the life of the campaign, the Interpolls system continually optimized question selection so that the best performing questions rotated at a higher frequency. As users responded to a question, they were guided to a results panel that housed additional features and campaign messaging including streaming video and a call to action that prompted the user to click through to the brand's microsite and "Vote for Spraychel." Voters received the chance to win a presidential salary of $400,000.

"Using Interpolls rich media ad technology on MSN sites, we were able to utilize rich media polling and widget ad formats throughout the life of the campaign," said Victoria Barbadoro, Associate Brand Building Manager, I Can't Believe It's Not Butter!(R) "The question-based ad units helped engage site visitors and bring the campaign to life, while providing a perfect fit for our highly original, election-themed campaign."

Interpolls' rich media ad units for I Can't Believe It's Not Butter!(R) achieved tremendous results. User interaction rates with the Interpolls question based ad units were as high as 16.04% on MSN.

"This campaign is a clear testament to the power and effectiveness of rich media advertising and demonstrates what advertisers can achieve by combining cutting-edge solutions with a high degree of interactivity," said John Genna, director, Display Product Marketing, Advertiser & Publisher Solutions Group, Microsoft. "Working with brands like I Can't Believe It's Not Butter!(R) and Interpolls is another example of our commitment to making it easier for advertisers to deliver innovative rich media ad experiences to consumers."

From the results panel, users also had the opportunity to download a "Vote for Spraychel" Rich Media Widget. After grabbing the widget from the site, users were then able to share it with their friends by placing it on personal and social pages such as Facebook and MySpace, creating a viral impact for the brand. The widget incorporated campaign elements including the popular "Spraychel for President" webisode series, an interactive election pitting Spraychel against sinister rival Maxwell Butterman for president of the fridge, and brand-centric games designed to engage users and promote interaction.

"I Can't Believe It's Not Butter!(R) understands the impact that rich media can provide, and it's great to work with a brand who can take so many creative ideas and bring them to life using this form of next-generation advertising on MSN," said Peter Kim, CEO, Interpolls. "The results we achieved with the campaign are exceptional. We are excited to build on this momentum on behalf of I Can't Believe It's Not Butter!(R)."

I Can't Believe It's Not Butter!(R) worked separately from MSN and Interpolls to produce an animated webisode series and a gaming area at www.VoteSpraychel.com. The company also created a fan page on Facebook, with a behind-the-scenes campaign blog hosted by Mark McGrath, who also lent his voice as Spraychel's big brother and campaign manager, Mr. More. MSN further promoted the "Spraychel for President" games within the MSN Games community.

Product and service names mentioned herein are the trademarks of their respective owners.

About Unilever

Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Each day, around the world, consumers make 160 million decisions to purchase Unilever products.

In the United States, the portfolio includes major brand icons such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 14,000 people in both the United States and Puerto Rico - generating nearly $11 billion in sales in 2007. For more information, visit www.unileverusa.com.

About Microsoft Advertising

Microsoft Advertising provides world-class advertising tools and solutions for digital advertisers and publishers to drive brand and consumer engagement. The portfolio includes all of Microsoft's digital advertising businesses: its global media network that includes MSN, Windows Live, Office Live, Xbox LIVE, Live Search, Facebook and more, and its global technology platforms and tools that include Atlas, AdECN, adCenter, DRIVEpm, Massive and ScreenTonic, which together create engaging digital advertising experiences for their consumers. Microsoft Advertising helps make buying and selling media simple, smart and cost-effective across media and devices in the Microsoft network of properties and beyond, which spans 42 markets globally and 21 languages. Visit http://advertising.microsoft.com for more information.

About Microsoft

Founded in 1975, Microsoft (Nasdaq:MSFT) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

About Interpolls

Founded in 1999 and headquartered in Pasadena, California, Interpolls is a pioneer and a leading rich-media and next generation advertising technology company. Interpolls provides full-service, rich-media advertising, widgets, sweepstakes, contests, and emerging media solutions, which can be integrated into its proprietary ad-serving platform to maximize reach, awareness, and results. Interpolls is a privately-held, venture-backed California corporation focused on technology innovation and development for interactive marketing and media. For more information, please visit www.interpolls.com.

CONTACT: Ruder Finn Public Relations Jeff Seedman / Rose Maciejewski 310-882-4009 / 415-249-6778 seedmanj@ruderfinn.com / maciejewskir@ruderfinn.com or Red Consultancy for Microsoft 212-529-8472 aps@redconsultancy.com

Last Updated: September 22, 2008 07:59 EDT