Kellogg, FairMarket and DraftWorldwide Create "Kellogg Kash" Campaign
Apr 25, 2003
Kellogg, FairMarket and DraftWorldwide Create "Kellogg Kash" Campaign


Kellogg Company (NYSE:K), FairMarket, Inc. (Nasdaq: FAIM) and DraftWorldwide, (NYSE: IPG), today announce Kellogg Kash, an integrated online and offline loyalty rewards program that enables consumers to bid on Walt Disney World Resort experiences and collectibles on

Consumers collect Kellogg Kash by purchasing participating Kellogg's cereals and then use the "Kash" to bid online. The highest bid wins. Participating brands include Kellogg's Corn Flakes, Mini-Wheats Frosted Bite Size, Kellogg's Honey Crunch Corn Flakes, and Kellogg's Raisin Bran.

"This program is designed to provide Kellogg with a unique avenue to add value to our loyal consumer base, leverage our brands, and increase sales," said Kevin Smith, senior vice president marketing services for Kellogg. "FairMarket's platform and expertise in loyalty programs and auctions combined with creative and strategic direction from DraftWorldwide have made for a powerful team and successful launch."

FairMarket provides the technology platform and hosts the auction site. "We are excited about the opportunity to work with Kellogg and DraftWorldwide on this exciting promotional program," said David George, vice president of sales and marketing for FairMarket. "Our flexible auction and promotion technology platform is providing Kellogg with an innovative way to build customer satisfaction and loyalty."

DraftWorldwide manages the creative aspects of the Kellogg Kash program. "The Kellogg Kash program is cutting edge in its ability to promote the Kellogg's brand with an auction program," said Steven Saura, executive vice-president from DraftWorldwide. "Our partnership with Kellogg and FairMarket combined with the creative expertise from Draft should provide a very powerful promotion and loyalty program for the market."

About FairMarket, Inc.

FairMarket is a leading Online Auction and Promotions platform provider that enables marketers to create results-oriented online programs. FairMarket works with leading brands and agencies to execute programs that enable marketers to engage customers, drive sales and leverage the eBay community. FairMarket's customers include Dell, CompUSA and SAM'S CLUB.

Headquartered in Woburn, Mass., FairMarket also has offices in the U.K. The company can be reached at 800-531-7871/781-376-5600(US) or 02086070700(UK) or on the Web at

FairMarket is a registered service mark, and the FairMarket logo is a service mark, of FairMarket, Inc. The names of actual companies and products mentioned herein may be trademarks of their respective owners.

This press release contains information about future expectations, plans and prospects of FairMarket, Inc. that constitute forward-looking statements for purposes of the safe harbor provisions under the Private Securities Litigation Reform Act of 1995. Actual results may differ materially from those indicated by these forward-looking statements as a result of various important factors including but not limited to market acceptance of FairMarket's online auction and other e-commerce services; growth of the market for dynamic e-commerce services; the competitive nature of the online markets in which FairMarket operates; economic conditions; FairMarket's ability to generate significant revenue to reach profitability; FairMarket's ability to retain existing customers and to obtain new customers; FairMarket's ability to attract and retain qualified personnel; FairMarket's ability to expand or maintain its operations in its geographic markets and the currency, regulatory and other risks associated with doing business in international markets; the operation and capacity of FairMarket's network system infrastructure; FairMarket's limited operating history; and the other risks and uncertainties discussed under the heading "Factors that May Affect Results of Operations and Financial Condition" in FairMarket's Annual Report on Form 10-K for the year ended December 31, 2002 and other reports filed by FairMarket from time to time with the Securities and Exchange Commission. FairMarket assumes no obligation to update any of the information included in this press release.

About Kellogg Company

With 2002 sales of $8.3 billion, Kellogg Company (NYSE: K - News) is the world's leading producer of cereal and a leading manufacturer of convenience foods such as cereal bars, frozen waffles, toaster pastries, cookies, and crackers. The company also produces natural and vegetarian foods.

Founded in 1906 and dedicated to providing nutritious, good-tasting foods, Kellogg has manufacturing facilities in 19 countries and sells its products in more than 180 countries. Kellogg brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Nutri-Grain, Cheez-It, Morningstar Farms, and Kashi. For more information, visit Kellogg's web site at