justWink's New Fill the Blank Sweepstakes Lets Fans Choose Their Prize

Campaign for justWink card line speaks to a new generation of card givers through unexpected promotions

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Aug 03, 2011, 09:17 ET

CLEVELAND, Aug. 3, 2011 /PRNewswire/ -- justWink, a new card line and mobile application from American Greetings Corporation (NYSE: AM), has launched a new Fill the Blank Sweepstakes on Facebook, where fans fill in their own "I __ Like You __" line and won't know the prizes until after they win. The prizing is based off of the user-generated submission which allows for greater fun and intrigue.

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The Fill the Blank Sweepstakes is part of a larger integrated campaign designed by Cincinnati-based brand engagement agency, Northlich. The justWink brand launched in June with paper cards and a new, app based, mobile greeting format. This introduction marked the first time a card line truly captured a new generation's voice and social greeting needs. The integrated engagement campaign reinforces the justWink brand promise with a new creative platform, "We __ like you __."

The campaign features a variety of "We __ like you __" headlines such as "We spike lemonade like you spike lemonade" and "We rainbow ralph like you rainbow ralph." Each headline is brought to life through a series of 15-second videos that highlight the attitude and personality of the line by depicting quirky scenarios inspired by individual greetings.

In addition to videos on YouTube, the campaign also meets the target on their turf through engagement on Facebook and inserts itself into popular culture by defining the justWink vocabulary on Urban Dictionary.

To enter the sweepstakes visit www.facebook.com/justwink or for more information about justWink, visit www.just-wink.com.

About American Greetings

For more than 100 years, American Greetings Corporation (NYSE: AM) has been a creator and manufacturer of innovative social expression products that assist consumers in enhancing their relationships. The Company's major greeting card lines are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product offerings include DesignWare party goods and American Greetings and Plus Mark gift-wrap and boxed cards. American Greetings also has one of the largest collections of electronic greetings on the Web, including cards available at AmericanGreetings.com through AG Interactive, Inc. (the Company's online division). In addition to its product lines, American Greetings also creates and licenses popular character brands through the American Greetings Properties group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately $1.6 billion, and its products can be found in retail outlets worldwide. For more information on the Company, visit http://corporate.americangreetings.com.

About Northlich

Northlich is a brand engagement agency specializing in Rehavior®, our proprietary approach that changes not simply perception, but behavior. We do this by connecting people with brands from leading marketers around the world -- however, whenever and wherever they choose. Northlich is headquartered in Cincinnati with offices in Columbus and Cleveland. For more information, visit www.northlich.com.

SOURCE American Greetings Corporation