Social Networking Sites to Offer Advertisers Branded Communities

Auto Manufacturer Scion First Advertiser to Sign-On for Innovative Online Branding Campaign

SAN FRANCISCO, Oct. 18 -- Tribe.net, a free online destination where local people connect with each other about shared interests, announced today it is offering branded communities, which enable advertisers to harness the power of social networking to deliver brand messages and interact with consumers. Tribe is one of the first social networking sites to offer advertisers dedicated online communities devoted exclusively to a specific brand.

Automaker Scion is the first advertiser to use a Tribe branded community. The Scion online branded community, which recently launched at http://scion.tribe.net/, enables consumers to interact with each other and Scion to discuss Scion cars as well as access information about existing and upcoming models. It also provides Scion with the ability to get feedback from consumers on everything from car colors to customer service performance.

"We wanted to create a credible, branded online community for Scion," said Zarpana Kabir, senior communications planner of Optimedia, the interactive advertising agency for Scion. "Tribe.net was the right match for Scion because it offers an inclusive community that will foster the type of relationship Scion is looking to build with customers."

Building on its leading-edge experience with online groups, Tribe offers advertisers the opportunity to build a permanent brand asset that will become an ongoing environment for communicating with current and potential customers as well as reacting to customer insights. Tribe's branded communities give advertisers a new way to reach consumers, with features such as discussion boards, listings of local events and promotions, banner ads and permission- based marketing opportunities. The branded communities on Tribe will have the same look and feel of communities created by individuals with common interests in order to create a credible and comfortable environment for consumers.

"Branded communities are going to become an indispensable part of the brand marketing toolbag," said Darian Patchin, vice president of advertising of Tribe. "When you buy an advertisement, that's a one-time purchase with one-time results. But when you invest in a branded community, it takes on a life of its own and continues to grow in size without any incremental costs. With a branded community, advertisers are not just spending money on a marketing campaign; they are investing in an asset."

Advertisers can invite consumers to join their branded community through their online and offline marketing campaigns, as well as on Tribe itself.

In addition to branded communities, Tribe is offering a variety of display banner advertising campaigns to help advertisers reach the approximately 500,000 unique monthly visitors to Tribe. Banner ads can be targeted at consumers based on age, gender, geography and interests to maximize relevancy and click-throughs.

Scion is the newest line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc. Developed with a new generation of youthful buyers in mind, Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models. The xA is a taut subcompact five-door, featuring an athletic stance with sculpted wheel arches. The xB, an urban utility vehicle with an iconic shape, combines remarkable interior space with aggressive style. And the tC sports coupe surprises the buyer with the convenience of a hatchback and the luxury of a standard all-glass panorama moonroof, complementing the usual wide array of features on all Scions. For more information, visit www.scion.com.

Tribe.net (www.tribe.net) is a free online community that helps local people connect with each other based on shared interests. Tribe.net has local versions available in more than 80 cities, with the most popular markets being San Francisco, New York and Los Angeles. By offering opportunities for advertising and lead generation through classifieds, Tribe offers marketers the ability to target specific demographics and consumers with interests related to particular products or services. This makes Tribe a highly effective grassroots marketing vehicle. Founded in 2003, Tribe uses patented technology to connect hundreds of thousands of people in cities across the U.S. The company's investors include Mayfield Venture Capital, Knight Ridder, Inc., and The Washington Post Company.