Oakley Rider Studio Launches

OAKLEY LAUNCHES OAKLEY RIDER STUDIO

Oakley and Loop’d introduce first truly viral online video editor for action sports

Foothill Ranch, Calif., March 12, 2009 – –Oakley, Inc. has launched the Oakley Rider Studio, the first and only action sports focused video editor available online.

In conjunction with Loop’d, the leading online network for action sports, the Oakley Rider Studio is a community for social interaction around the creation of personalized videos. The unique video editor allows users to mix their own photo and video content into an original “mixed video” that can be distributed as a ‘viral widget’.

The viral video widget is the new breed of social network marketing which combines interactivity, multi-level tracking and powerful back-end technology, enabling real-time promotion of Oakley news, content and products across the social web.

“Integrating the power of the Oakley brand with a community on Loop’d and the timeline video editor is driving new forms of promotion and innovation that is reinventing the boundaries of sports marketing,” said Scott Tilton, CEO Loop’d Network. “This concept empowers athletes and fans to express who they are, anywhere they want, while aligning a core demographic with the Oakley brand. Oakley is a forward thinking brand and we are thrilled to pioneer this project together with them for action sports.”

Producers mix their own content, sourced from their Loop’d Network Profiles, YouTube, Flickr and personal computers, with Oakley content including stock footage of Oakley’s top athletes, music and transitions. Completed videos create a widget, which the video producer can embed anywhere on the web, including their social network profiles for their friends to view and “grab” for their own profiles.

Members join and become “producers” on the Oakley Rider Studio. Producers of videos will earn points for views, ratings and inviting new members to the Oakley Rider Studio, as well as overall views. The producers scoring the most points will be eligible for a chance to win Oakley product, a MacBook Pro with Final Cut Pro HD and earn membership to Oakley’s O-Matter.com. Different themed contests will promote many types of user generated widgets over the course of 2009 with themed content ranging from The Oakley Arctic Challenge to Summer X Games.

“Just as we are on the forefront of design and technology with our products, the Oakley Rider Studio elevates our social network marketing to the next level,” said Patrick McIlvain, Vice President of Sports Marketing at Oakley, Inc. “We reached a key demographic through the application we launched with Loop’d last year, Oakley Rider Search. This second phase further activates the user through technology, community, sports and distribution, allowing the Oakley fan to promote the brand by populating custom widgets on numerous social networks and blogs.”

With more than 425,000 action sports athletes and enthusiasts, Loop’d provides a core audience and the ideal social platform to host the Oakley Rider Studio program. Loop’d is partnered with Mixercast, the backend provider of the video editor andcreator of the MCast social marketing application platform.

Visit the Oakley Rider Studio community on Loop’d (www.oakleyriderstudio.com) to become a producer and create your own Oakley mixed video.