Hook 'em, Horns! University of Texas Runs Internet-Based Video Magazine Campaign Series to Promote Longhorns Football

Gives Fans Exclusive, Behind the Scenes Access to Longhorns Football in Full-Screen, TV-Quality Video

The University of Texas has launched an Internet-based video magazine to promote the 2005 Texas Longhorns football season. The video magazine software is provided by NEWgame Communications via an agreement with Host Communications, the multimedia rights-holder for UT Athletics.

The video magazine is being promoted as "The University of Texas Longhorns Vmag®" and is the first of its kind to fully use the Internet's capability to deliver a full-screen video program to a fan's desktop computer. Vmag integrates broadcast-quality audio and video with text, images and Web links. Fans may download a free introductory issue from www.mackbrown-texasfootball.com and www.texassports.com.

After a simple installation and subscription process, the Vmag is sent over the Internet. A high-speed connection is not necessary to receive the video material. The first issue features 10 minutes of broadcast-quality video footage. From the comfort of home or office, fans get:

--  MACK'S TAKE:  A tour of Head Coach Mack Brown's office
--  ORANGE ZONE:  A day with Vince Young, the Longhorns' star quarterback
    (in the film room and locker room)
--  END ZONE:  A career recap on Cedric Benson, the former Longhorns star
    recently drafted by the Chicago Bears
--  Links to www.longhornsltd.com where fans can find a variety of
    Longhorns merchandise
    

"The University of Texas has tremendously loyal and supportive fans, and their appetite for football is endless," said Mack Brown. "The Vmag is the closest you get to actually being in the locker room and on the field, and I think those who eat, sleep and breathe Longhorns football will be excited about the exclusive information provided by the UT Longhorns Vmag."

There are five issues in the Vmag series. Content includes exclusive vignettes on coaches and players and insights from Coach Brown. NEWgame executives worked closely with UT Athletics, Host Communications and various marketing communications agencies to create a "Get Hooked" multi-channel campaign targeted to alumni, fans and season ticket holders. The Vmag is being promoted across the Internet in email marketing campaigns, in radio and television ads, on scoreboard promotions and via viral marketing and direct mail. Also included are teaser campaigns called "Bevo Bytes," short promotions sent to users who have downloaded the complimentary introductory Vmag, but who have not yet bought the $24.95 subscription.

"The Vmag is an exciting way to extend our football program to fans that are unable to attend the football games," added Brown. "Though the games aren't televised via the Vmag, it is a great way for fans to gain insight into the program and immerse themselves in the Longhorns experience. We are thrilled to have the opportunity to share the football program with the world in this unique way."

Upcoming Vmag issues will cover the Longhorns' rookie orientation, the game planning process and a visit to the coaches' summer retreat. In addition, five lucky Vmag viewers receive the opportunity to accompany Coach Brown on an exclusive locker room tour, team bus ride and an August practice.

"We are thrilled to work with UT Athletics and Host Communications on this ground-breaking video magazine," said Kathleen Hessert, CEO of NEWgame Communications. "Having worked in sports for decades, I'm truly amazed at the remarkable and exclusive access that Coach Brown has given our camera crews and production team. It's turning into a superb reality show on one of the most prestigious college football programs of all time. Vmag is sure to be a successful marketing communication vehicle as we gear up for and follow the team during the 2005 football season."

About NEWgame Communications:

NEWgame is the producer of the Vmag®, a safe broadcast platform that delivers video magazines straight to the desktop using a "polite" background delivery method. By integrating text, images, Web links and full-screen, broadcast-quality audio and video, Vmag gives brand marketers and advertising agencies a direct connection to consumers by opening a compelling, and unique, e-marketing channel. The NCAA, Saint Mary's College, University of Texas, USDM and Vacation Express currently use the Vmag to enhance their online marketing efforts. Based in Charlotte, North Carolina, NEWgame can be found on the Web at www.vmag.net.

Editor's Note: Interested parties of the media are invited to join an audio conference call / Webinar with Head Coach Mack Brown and Kathleen Hessert, producer of the Vmag, today at 11am ET. Please call (919) 833-9975 x12 or email morgan@blastpr.com for details.

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