CAMBRIDGE, MA - December 2, 1998 - General Interactive, Inc., The E-Mail Company, today announced they have been
appointed by Calvin Klein Cosmetics Company to be the E-Mail Agency of Record (EAR)TM for
the new cK one advertising campaign, which includes a global e-mail component.
As the EAR, General Interactive's EchoMailTM technology is handling both inbound and
outbound e-mail communications for the cK one campaign. The campaign features a new cast of characters and introduces an
innovative interactive element: personal e-mail addresses for each character depicted in the advertising. By sending messages
to the addresses, consumers can begin personally interacting with the characters, forming connections to the campaign and
its cast.
"We are pleased to be involved in the cK one on-line drama," says V.A. Shiva, president and CEO of General Interactive.
"EchoMail is changing on-line advertising and shows how e-mail can be used to build brand loyalty for our clients."
The campaign's e-mail component has a simultaneous worldwide availability, with print and broadcast advertising support
in the United States, Canada, Mexico, Argentina, Venezuela, Peru, Italy, France, the United Kingdom, Germany, Saudi Arabia,
Japan, Hong Kong, Singapore, Taiwan and Australia.
The Internet is clearly seen as the vehicle by which advertising will evolve. The web advertising market will soar to
over $10.4 billion in the next five years, according to Forrester Research Inc., of Cambridge, MA. "It will make current
[advertising] business models obsolete," claims McKinsey & Co., a New York based consulting firm.
About General Interactive
General Interactive, Inc., ("GII") creates award-winning intelligent messaging and relationship marketing solutions.
President and founder, V.A. Shiva, known throughout the industry as Dr. E-Mail, pioneered the early development of E-Mail
technology and intelligent messaging solutions. Primary markets include customer-focused enterprises such as electronic
commerce, high-technology, financial services, retail and the entertainment industry. Their professional services division
under the direction of Ms. Zoe Helene is dedicated to creating state-of-the-art interactive designs and thematic concepts.
Multi-media e-mail campaigns, 2D and 3D animation, banner advertisements and educational programs are standard offerings.
For more information about General Interactive, visit the company's World Wide Web site at http://www.interactive.com or
contact Jane B. Welch, Director of Corporate Communications, 66 Church Street, Cambridge, MA 02138; phone (617) 354-8585,
ext. 215; email: Press@interactive.com.
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