Exponentia and Labatt Bring Live Interactivity to NHL Fans on TSN.ca

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Interactive online game available during TSN's NHL broadcasts Season Winner to Bring Home a plasma TV and DVD player

Going to Overtime: How will this one end?

Exponentia and Labatt Breweries today announced the launch of Bud Light PlayAction Live - a live online interactive prediction and trivia game on TSN.ca aimed at hockey fans with something to prove. The live online platform, played through the remainder of the NHL regular season and playoffs on TSN, allows NHL fans to play along live with the action against fans from across the country.

"Bud Light PlayAction Live gives the fans a unique, engaging interactive experience. It takes the fans out of their armchairs and right to the center of the action, playing along live and competing with friends for great prizes," says Andrew Gregory, Managing Partner of Exponentia.

In place since December, Bud Light PlayAction Live gives fans the chance to make live predictions as they watch each game - predictions such as: "All-Tied Up! Who will score next?"; "Going to Overtime: How will this one end?"; and "Power Shortage! Will Ottawa score on this power play?". Points are awarded for correct predictions that are triggered by the live action, with a winner of each game receiving a Bud Light prize pack. One lucky winner will win a plasma TV from Pioneer and Blu Ray DVD player.

"We are excited to partner with Exponentia and TSN to create the Bud Light PlayAction Live digital platform, the most advanced interactive live sports application in the market today.    Exponentia's proven leadership in the area of live audience interaction, combined with the reach of the NHL on TSN broadcasts, allows Bud Light to connect and drive relevancy with NHL fans across the country. Not only does the PlayAction Live experience amplify Bud Light's sponsorship of the NHL, the fun 'play-along-live' concept enhances the game when watching with your friends," says Matt Ramella, Media and Interactive Strategist, Labatt Breweries of Canada.

Exponentia and TSN.ca have been working together for more than five years to bring innovative interactivity to sports fans. In 2006, Exponentia launched the first ever live mobile prediction game with the NHL. In 2005, they launched the first live mobile prediction game for golf in North America with the Skins Game on TSN, and in 2004 Exponentia launched the first live mobile game for hockey in North America with the IIHF World Junior Championship.

To learn more go to http://www.playaction.tv/budlightlive or visit http://www.tsn.ca and click on Bud Light PlayAction Live.

About Bud Light
Bud Light is the official sponsor of the NHL in Canada. Bud Light is the world's best-selling beer and is brewed with a Beechwood aging process for a smooth, easy drinking taste.
In Canada, Bud Light is brewed and distributed by Labatt Breweries of Canada under licence from Anheuser-Busch Inc., St. Louis, Missouri. Founded in London, Ontario in 1847 and the proud brewer of more than 70 quality beer brands, Labatt is Canada's largest brewery.

About Exponentia
Exponentia is a recognized leader developing multi-platform interactive applications for sports and entertainment clients. The pioneering company has been serving some of the most loved names in pro sports, media and entertainment for over 6 years, specializing in integrating live interactivity with broadcast. To learn more about PlayAction, go to http://www.playaction.tv.

Media contacts:
Andrew Gregory
(604) 738-9462
Labatt Breweries of Canada
Matthew Ramella


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