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PiNKiTUDE, New Cause Marketing Initiative Inspired by MGM's Pink Panther, Benefits Susan G. Komen for the Cure(R)
Date:6/10/2008

ill be transformed

into the "PiNKiTUDE Store by XIN" for one month, and will feature a

year long PiNKiTUDE Corner thereafter. XIN will also donate a portion

of its sales to Susan G. Komen for the Cure for the duration of the

program. XIN will be the anchor of a Melrose Avenue block party later

in the month. This retail campaign will expand to include national

specialty and department store retail chains.

-- On-air, on-line, and social media marketing: A 360-degree campaign has

been developed including on-air stunts on the MGM HD and VOD channels.

Special Pink Panther avatars will be distributed virally on social

media sites to promote breast health awareness, and a dedicated

PiNKiTUDE educational and marketing web site will be launched. This

web site will be supported by Susan G. Komen for the Cure's existing

web site.

-- Promotion and Advertising: MGM will promote the campaign through media

events, consumer advertising, a public relations outreach campaign, and

by creating a dedicated PSA.

About Susan G. Komen for the Cure(R)

Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982 that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. Thanks to events like the Komen Race for the Cure, we have invested more than $1 billion to fulfill our promise, becoming the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. For more information about Susan G. Komen for the Cure, breast health or breast cancer, visit http://www.komen.org or call 1-877 GO KOMEN.

About XIN

Issho, in Japanese, means 'together,' and appropriately represents the collaborative effort of designer partners Neely Shearer & Gordon
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SOURCE Metro-Goldwyn-Mayer Studios Inc.
Copyright©2008 PR Newswire.
All rights reserved

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