YaYa Teams With Honda on Multi-Player Internet-Based Game; AdverGaming Leader's `Adventure Race' Promotes CR-V, S2000, Civic and Civic Si Models

    LOS ANGELES--Jan. 10, 2002--YaYa, a leading creator of customized games and entertainment for advertisers, today announced the launch of a new Internet-based game co-developed with American Honda Motor Co., Inc., to promote Honda's CR-V, S2000, Civic and Civic Si models.
    Called "Adventure Race," the game can be accessed at the new CR-V web site (www.newcrv.com), and can also be delivered to anyone's personal email in-box using YaYa's Zoomlet(TM) technology, which enables game play to be distributed virally. Users who log on to play the game have the opportunity to win one of many prizes, including a 2002 Honda CR-V.
    "Adventure Race" represents YaYa's first creation of a multi-player competitive game environment, specifically designed to support up to three players at one time. This "advergaming" application, targeted to the 18-39 year old demographic, adds a new, viral component to Honda's marketing and advertising efforts.
    In "Adventure Race," players are challenged to take part in either multi-player or single-player race simulations. These races communicate an underlying message that Hondas are fun-to-drive vehicles whose drivers readily embrace life's adventures. Overall, the game provides an opportunity for targeted consumers to interact with and learn more about several of Honda's award-winning products.
    The goal of the game is to successfully complete a high-speed challenge while accumulating points by collecting randomly placed objects on a street and off-road race course. The multi-player experience allows users to play against each other from around the world and send game results to friends -- taunting them to compete. "Adventure Race" offers users an opportunity to immerse themselves in a Honda driving experience -- from their desktop.
    "YaYa is delivering to Honda a multi-player gaming experience that engages consumers in a way that brings them so close to the vehicles, they can practically kick the tires," said Keith Ferrazzi, YaYa's chief executive officer. "The power of this kind of messaging in the game experience is extremely memorable. It will be effective in helping Honda reach its target demographic."

    About YaYa

    YaYa is an innovator in the creation of entertainment experiences that deliver measurable marketing results for Fortune 500 companies. Its Experiential Marketing(SM) solutions are built in partnership with leading brands and Web sites to facilitate increases in customer acquisition, brand equity, consumer loyalty, and actionable marketing information. YaYa's proprietary Zoomlet(TM) technology enables game-based interactive advertisements to become effective peer-to-peer viral marketing solutions.