WiggleWireless Powers Cytomax, The North Face and Timex in a Fully Integrated Mobile Marketing and Branding Initiative

WiggleWireless fuses multiple branding initiatives into one mobile marketing campaign, tracking the historic challenge of ultra marathoner Dean Karnazes.

San Diego, California Sept. 14, 2006 - WiggleWireless, a mobile media company connecting mobile phone users to relevant and requested information, joins forces with Cytomax, The North Face and Timex to track the radical journey of Dean Karnazes as he attempts The North Face Endurance 50 (E50), 50 marathons in the 50 United States within 50 consecutive days. Beginning September 17th, WiggleWireless will offer fans and athletes alike the opportunity to monitor Dean's 1,310-mile challenge with real-time updates delivered instantly to their mobile phones.

The E50 campaign utilizes WiggleWireless' Mobile Media Portal, which joins together Cytomax, The North Face and Timex while maintaining each unique brand identity. The Mobile Media Portal employs brand infusion; discretely blending brand messages with relevant content to create a one-to-one relationship between consumers and WiggleWireless' brand partners.

WiggleWireless is making it possible for people to journey with Dean and experience his highs and lows over the 50-day challenge. "Those who track Dean on their mobile phones through WiggleWireless can expect to be intrigued, entertained and inspired," said Jeff Pokonosky, President of WiggleWireless. WiggleWireless, Cytomax, The North Face and Timex will give mobile participants a front row seat at this most extreme endeavor.

Cytomax is the official performance drink for the E50 and has helped Dean achieve many of his ultra-endurance running goals over the years. As the lead sponsor of the mobile marketing campaign, Cytomax will report directly to consumers on how Dean is doing each day and the latest behind-the-scenes happenings with the event. Cytomax will provide daily insight on Dean's hydration plan, recovery efforts each afternoon and the unpredictable things that are bound to happen as the E50 runs across the country.

The North Face will provide information on Dean and The North Face Endurance 50 events, delivering relevant content on:

• Dean's physical condition as he completes each marathon;
• The Finish Line Festival at each event finish line location, including highlights from each day's run and post-run event;
• Dean's gear, including The North Face Arnuva 50 Boa and other apparel from The North Face Endurance Collection.

"The North Face is the world's premier supplier of authentic, innovative, and technically advanced outdoor apparel, equipment, and footwear," said Joe Flannery, Vice President of Marketing, The North Face. "We are proud to partner with a company like WiggleWireless that is dedicated to using wireless technology to further integrated communications with our consumers in an authentic and relevant way."

Timex will provide information on Dean's heart rate and run times during the challenge to mobile phone users. "Over the course of 50 days, Dean will rely on the accuracy and durability of the Timex Ironman( Triathlon( Bodylink( as he withstands the ultimate test of endurance. We are excited to partner with Wiggle Wireless to push our timely and relevant information through their mobile delivery platform," said David Schlissel, Vice President, Sports, Health & Fitness, Timex. For updates on Dean's progress during the Endurance 50, log onto www.timextracker.com.

About WiggleWireless

WiggleWireless delivers relevant, self selected information directly to mobile phone users, wherever they are. Utilizing the most convenient and ubiquitous device known to man, WiggleWireless gives users the freedom to step away from the traditional information sources that tie them down. Users select the information they want to receive and WiggleWireless delivers it as soon as it's available, conveniently to their mobile phones. Based in San Diego, WiggleWireless was founded in 2002 by Jeff Pokonosky. For more information on the program, or to sign up to receive updates, visit WiggleWireless at www.wigglewireless.com. All of WiggleWireless' mobile campaigns are free to participants.