AMC, July 27, 2009

AMC Launches a Series of Viral Marketing Initiatives Around ”Mad Men”

Social Media Applications "Fueled" By Eight O’Clock® Coffee

New York, NY – July 27, 2009 – In anticipation of the August 16 premiere of AMC’s Emmy® and Golden Globe® Award-winning drama "Mad Men," the network announced today a series of three viral marketing and social media applications to promote season three. Initiatives include: "Mad Men Yourself," a new online avatar creator featuring artwork by acclaimed illustrator Dyna Moe; "Which MadMan Are You?," a quiz game that identifies which character you most align with; and "Mad Men eCards" featuring the show’s most popular characters. Eight O’Clock Coffee, as popular today as it was back in the ’60s, is the sponsor for all three applications.

"These exciting new activities allow us to not only reach a broader audience for ’Mad Men,’ but also extend the undeniable pop-culture presence this series has established over its first two seasons," said Gina Hughes, VP of Marketing for AMC. "This is a perfect next step for us in providing audiences with a unique, interactive experience that invites them to engage with this series like never before, and we are excited to welcome Eight O’Clock Coffee to sponsor these initiatives."

"These fun applications bring together a top-rated coffee and an award-winning series to help people discover new ways to connect," said Alisa Jacoby, Senior Brand Manager for Eight O’Clock Coffee. "While Eight O’Clock Coffee has been a connection enjoyed by generations for 150 years, this adds another dimension to the experience."

"MAD MEN YOURSELF" AVATAR PROGRAM LAUNCHES TODAY
Launching today and available at madmenyourself.com, "Mad Men Yourself" allows fans of AMC’s hit series to create and customize ’60s-style digital avatars, based on Dyna Moe’s distinct illustrative style, that reflect the look of "Mad Men’s" iconic characters – from smooth-talking Creative Director Don Draper (Jon Hamm) to Sterling Cooper’s smart and sassy office manager Joan Holloway (Christina Hendricks). "Mad Men Yourself" users can select details from ’body type’ and ’physical features’ to ’clothing’ and ’setting’ to create an avatar that is truly a visual representation of themselves. Like the wildly popular Simpsons movie and Japanese Anime avatar creators, the "Mad Men Yourself" avatars can be downloaded and shared on a variety of social networks, including Facebook, Twitter, and the iPhone. Eight O’Clock Coffee messaging is tastefully integrated throughout.

"MAD MEN" QUIZ GAME AND eCARDS LAUNCH AUGUST 10
Beginning August 10th and running throughout November, AMC hosts the trivia quiz game, "Which MadMan Are You?" on AMCTV.COM. Users are posed a series of questions and, depending on how they answer, they are aligned with a specific character from the series. Eight O’Clock Coffee receives brand presence throughout the home page via logo and banner ads. During that same time period, the first-ever "Mad Men eCards" will be hosted on www.eightoclock.com. Created by Eight O’Clock Coffee’s agency, S3 (Boonton, NJ), the eCards will feature "Mad Men" regulars, with series tune-in and other messaging – allowing fans to remind each other of upcoming episodes, plan get-togethers to watch, and share feedback. Banner ads on AMCTV.COM will link fans to the eCards.

All three of these applications provide an interactive experience and allow for AMC to extend its brand presence into another medium with which to encounter the series. Consumers can experience these activities online and via social networking sites including on Facebook, Twitter, iPhone and AIM.

About Dyna Moe
Dyna Moe is an illustrator and designer based in New York City. Since 1998, she has designed several hundred flyers for the Upright Citizens Brigade Theatre as their unofficial official house designer. Her work has appeared in Time Out New York, The Minneapolis Star-Tribune and McSweeney’s.

In late 2008, a project to draw a scene every week of the television show "Mad Men" went viral and she became "Internet famous." Mad Men Illustrated has netted more than a million and a half views and has been reported on by the Chicago Tribune, New York Magazine, USA Today, Los Angeles Times, The Comics Journal, Jezebel, Merlin Mann, Laughing Squid, Kottke, Apartment Therapy, Drawn, and bloggers all over the world. She also is a filmmaker and comedian.

About Eight O’Clock Coffee
The great taste of Eight O’Clock Coffee has been making a difference in people’s lives for 150 years. Best known for their #1-selling whole bean coffee, Eight O’Clock Coffee offers a full line of gourmet coffee varieties in ground and whole bean forms. Eight O’Clock Coffee is available at most U.S. retailers where groceries are sold, and offers a loyal buyer rewards program: ACCUMUL8 Rewards (www.ACCUMUL8Rewards.com). For more information about Eight O’Clock Coffee, visit www.EightOClock.com.

About AMC
AMC – the most Emmy®-winning basic cable network of 2008 – reigns as the only basic cable network to win back-to-back Golden Globes® for Best Television Series – Drama and boasts a comprehensive library of the most entertaining movies of all time. Whether commemorating favorite films from every genre and decade or creating acclaimed original productions, the AMC experience is an uncompromising celebration of great stories. AMC’s original stories include the Emmy® Award-winning dramas Mad Men and Breaking Bad, the upcoming miniseries The Prisoner and insightful non-scripted programming such as AMC Storymakers and AMC News. AMC further demonstrates its commitment to the art of storytelling with curated movie franchises like AMC Hollywood Icon and AMC Complete Collection. Available in more than 94 million homes (Source: Nielsen Media Research), AMC is a subsidiary of Rainbow Media Holdings LLC, which includes sister networks IFC, Sundance Channel and WE tv. AMC is available across all platforms including on-air, online, on demand and mobile. AMC: Story Matters HereSM.

Contact:

Lisa Rogen
AMC
917.542.6216
L1Rogen@rainbow-media.com

Audrey Scolny
S3 Public Relations for Eight O’Clock Coffee
973.257.5533
ascolny@s3s3s3.com