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Newegg’s “Mancave Madness" Promotion Driven by Collaborative, Multi-faceted Campaign from KSL Media, Goodness Mfg and Dukky

3/23/2011 Press Release

LOS ANGELES, Calif. - KSL Media, an independent media agency known for its comprehensive planning and entrepreneurial, collaborative culture, is leveraging the power of social media with Dukky and goodness Mfg. to capture interest, motivate consumer engagement and increase viral sharing for Newegg Inc’s new “Mancave Madness” promotion. The promotion launched February 23, 2011 and runs through March 31, 2011.

“With over 180,000 contest entries to-date and conversion metrics that are well above industry average, we are thrilled with these preliminary results and look forward to continued growth as the campaign matures,” said Hank Cohen, CEO at KSL Media.

Dukky, a CRM tool that leverages the power of influencers in social media to increase campaign response, provides detailed accountability and gathers insightful feedback from influencers and key customers. This allows KSL Media to provide in-depth response metrics, including the viral effects of personal endorsements on over 300 social networking sites such as, Facebook and Twitter.

“Through Dukky, we are putting our unique cross-media planning, analytics and viral marketing skills to work for Newegg’s unique promotion to effectively engage some of the most passionate fans in sports,” said Matt Greenfield, SVP and Director of Client Services at KSL Media.

To date, KSL’s statistics show that more than 80% of visitors to the online promotional page entered the Mancave Madness promotion. This consumer branding campaign by, strategically scheduled during college basketball’s March tournament, awards one lucky winner the ultimate Mancave: a Grand Prize package containing multiple brand name electronics and entertainment gear. The promotion includes two additional prize tiers and ongoing weekly prizing, valued at over $26K.

National and Satellite radio is being used in conjunction with display and social media; Newegg is the official sponsor of the March basketball tournament on SiriusXM. Premiere Radio Network’s Dan Patrick is a mainstay of the radio campaign. Radio consists of endorsements by on-air talent as well as :60 live reads and :30 pre-recorded spots. Digital display ads are featured on, CBS, Turner and a Facebook social media campaign.

Bernard Luthi, Vice President of Marketing, Web Management and Customer Service for Newegg, said: "In addition to providing our customers with great service, products and pricing, Newegg is committed to giving all of our visitors a unique and entertaining experience. KSL Media’s strategy to target this unique group of sports enthusiasts who are technologically savvy provides the perfect media platform at this time of year when hoop fans are looking forward to a month of great basketball. Our Mancave Madness promotion offers everyone a chance to create the ultimate 'set-up' for enjoying all kinds of activities like watching sports, playing video games, and of course, grilling steaks and entertaining friends!"

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About Newegg Inc.

Newegg Inc. is the second-largest online-only retailer in the United States. It owns and operates ( which was founded in 2001 and regularly earns industry-leading customer service ratings. The award-winning website has more than 14 million registered users and offers customers a comprehensive selection of the latest high-tech products, detailed product descriptions and images, as well as how-to information and customer reviews. Using the site's online tech community, customers have the opportunity to interact with other computer, gaming and consumer electronics enthusiasts. Newegg Inc. is headquartered in City of Industry, California.

About goodness Mfg.

goodness Mfg. is a new breed ad agency of 150 world-class creatives and technologists, helping brands create deeper, more meaningful conversations with consumers in an evolving media landscape. They work together in a state-of-the-art, 65,000-square-foot facility at the nexus of Pop culture in Hollywood, CA. The agency's founders are five former CP+B principals who have helped create some of the most significant brand phenomena of the last decade for Burger King, Google, GT Bicycles, Hard Rock Hotels, IKEA, LucasArts, Miller High Life, Mini Cooper, Nickelodeon, Slim Jim, TRUTH Anti-Smoking and Universal Theme Parks. goodness Mfg.’s client roster now includes American Cancer Society, Bethesda Softworks, CODA Automotive, El Pollo Loco, Google, LucasArts,, P&G and Toshiba Consumer Electronics’ and more.

About KSL Media

KSL Media, founded in 1981, is one of the largest and fastest growing independent media services companies in America with annual billings of $625 million+. They specialize in helping companies with entrepreneurial spirit acquire and retain their best customers. KSL works with clients across numerous categories including Bacardi, Toshiba, UGG Australia, Publisher’s Clearing House, ConocoPhillips, Mercury Insurance, Anna’s Linens, Curacao Tourism Board, United Way of Greater Los Angeles, and Sizzler. They have offices in New York, Los Angeles, and Las Vegas. For more information, visit

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