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MEDIA ADVISORY FOR IMMEDIATE RELEASE

For more info contact: Lina Chammoury, Edges Salon (403) 375-0000

Scan To Make A Difference This Holiday Season Unique and Innovated Way to Raise Hope from Local Calgary Salon December 10 & 11 / December 17 & 18 @ local malls and other local Calgary venues

(Calgary – Nov 24, 2011) Calgary’s Edges Salon & Spa is using an innovative technology to spread the message of hope and raise funds for children in need this holiday season. Edges Salon, Redken Canada, and Calgary’s leading Mobile & Social Media Agencies, Hollow Earth Media and ENGAGEIA, have put together a unique QR Code campaign (Quick Response) with the QR code shaved onto the back of heads and on t-shirts worn by a brigade of “hope” agents – local high school and college students – all in support of ONEXONE’s, “Help Feed A Child” fund.

QR Codes are specific two-dimensional codes that are readable by dedicated QR barcode readers. They bridge online information accessed from the offline world through the use of smartphones.

“Edges is the first salon to use the QR technology shaved onto heads and working with Hollow Earth Media and ENGAGEIA we have raised the bar for creative fund raising campaigns this holiday season,” says Lina Chammoury, Director of Marketing at Edges Salon & Spa. “The QR technology is immediate, so people can give and go, and their donations are instantly recognized allowing the money to be collected and distributed nearly instantly. We want to raise as much money as we can to support ONEXONE’s fight against child poverty and hunger.”

For three years Edges Salon has been a major fundraiser for ONEXONE with their annual cut-a-thon raising more than $25,000.

“Over the years we have been so grateful to work with Mike & Lina and the Edges Team. Their commitment and passion for ONEXONE and the children of our country is truly remarkable. We are honored to have them as members of our family,” says Joelle Adler, Founder of ONEXONE.

How it works:

When the QR haircut has been scanned, audiences will be prompted to make a $5 donation by text message or credit card. In return for their support, participants will receive free REDKEN products, exclusive mobile coupons at Edges Salon & Spa locations and be entered into a mobile contest with further Edges Salon Gifts.

To show support & donate: ensure mobile device is equipped with a QR code scanner. To download a QR scanner, text the word ‘SCAN’ to the 5-digit number 70734. You can also follow #ScanYYC on Twitter or Like the campaign on Facebook at www.facebook.com/ScanYYC

“This past year ushered in a host of changes in the world of marketing, effective brand promotion, and nurturing customer relationships. When envisioning this campaign, we knew we had to bring on a team that both understood the recent shift in consumer behavior and how to optimize the campaign based on that”, says Jaime Iredale, CEO & Co-Founder of Hollow Earth Media. Hollow Earth will be managing the mobile components of the campaign & ENGAGEIA the strategic online positioning.

“The Scan To Make A Difference‟ initiative may very well be the head-tuner needed to grasp people‟s attention to inform them of what a great cause this is, and provide an innovative way to show their support” Says Kent Speakman, President of Engageia & one of iMedia‟s Top 10 Digital Marketers of 2011.

About ONEXONE - ONEXONE’s mission is to improve the lives of children in Canada, the USA and around the world with programs dedicated to five fundamental pillars: water, health, education, play and food.

LEARN MORE: Web: www.onexone.org | Twitter: @onexone

About Edges Salon & Spa - Edges Salon & Spa is a concept salon with a difference. They understand the needs of today’s busy women and men. That’s why they have created two urban retreats for you with a social conscience. They work to make a difference in the lives of those who are marginalized. They support many local and global initiatives and Edges Salon & Spa is proud to sponsor organizations such as, The Calgary Women‟s Shelter with the Butterfly Program that was especially designed by Edges for them, and ONEXONE that helps fight child poverty locally and globally. Edges Salon & Spa proudly carries Redken products.

LEARN MORE – Web: www.edgessalonandspa.com | Twitter: @EdgesSalon

About Hollow Earth Media - Hollow Earth Media is a thought-provoking, creative powerhouse, providing forward-thinking businesses with the best of both worlds: Agency & Technology. Hollow Earth specializes in advertising, mobile apps & web, mobile platforms, social-mobile integration, custom QR codes, and branding.

LEARN MORE: Web: www.hollowearthmedia.com | Twitter: @holowearthmedia

About ENGAGEIA - ENGAGEIA provides clients and partners with digital strategy, advisory, consulting, social media, community engagement, application development, event activation and start-up incubation. They are in the Top 5 Finalists in North America for Social Media Agency of the Year in the iMedia Agency Awards.

LEARN MORE: Web: www.ENGAGEIA.COM | Twitter: @ENGAGEIA

About Redken: Redken is a leading manufacturer of professional haircolor, haircare, and styling products, where superior technology is balanced with the industry’s best educators and a street sense of fashion that keeps Redken on the cutting edge. Redken is available and guaranteed only at fine salons in Canada.

LEARN MORE: Web: www.redken.ca | Call: 1.866.9.REDKEN

Hollow Earth partners up with Engageia Agency to provide a seamless social and mobile integration. We believe that any business looking to engage and develop lasting relationships with their consumers must begin looking to these channels to ensure any campaigns success. Engageia has built award-wining campaigns for numerous businesses around the world and continues to push industry standards in online interactivity and engagement. Working closely with new and existing clients, we bring fully integrated campaigns that have not yet been seen in the industry.

-The Engageia team prides itself on creating custom fit solutions and strategies that are simple to roll out into an organization, and for the end user to engage with. Our worldwide relationships with thought leaders, technology and finance partners supercharge every project we take on. We challenge ourselves every day to learn though research, best practice and intelligence gathering and disseminate that knowledge to our clients and the industry via conferences, whitepapers and articles.-

Engageia’s Specialties

strategy, social media, consulting services, media buying, public relations, capital partners

We are looking forward to future integrated projects, which promise to make waves in the digital marketing community.

The Teenage Paparazzo Experience presented by Madflower Creative Group has announced the second Canadian stop on its international tour. The festivities will take place at the Toronto International Film Festival and will be hosted by Adrian Grenier and Evan Ferrante. Hollow Earth Media is proud to announce its sponsorship of the event providing mobile strategies to engage audiences across the country. Partnering with the social media experts atEngageia, we are encouraging audiences to connect and be a part of the experience through multiple media outlets.

For anyone looking to start their engagement the event is offering two prize packages for lucky fans. The first being a chance to win two passes to the film screening, two gift bags and one signed DVD of the film. The second package up for grabs has two VIP passes to the reception, two tickets for the film screening, and the opportunity to attend the meet and greet with Adrian and Evan.

To enter there are four easy steps

1. Create a blank new SMS message.
2. Enter 70734 into the “TO” area of the message.
3. Input ‘TPE’ to be entered into the first giveaway.
4. Once you have entered the keyword into the message body (TPE or Adrian) all you need to do is press SEND! To enter both contests continue to step 5.
5. Input ‘Adrian’ into a new message body and repeat step 4.

Here at Hollow Earth Media we are extremely excited about this event and are thrilled to be involved with such a project. Dates for the full list of Canadian tour stops will soon be announced on the official site of the Canadian Teenage Paparazzo Experience. Hope to see you there!

Please Check out the experience on Facebook

-TEENAGE PAPARAZZO documents the true story of a relationship between a 13 year-old paparazzo (Austin Visschedyk) and Adrian Grenier, the star of the HBO series Entourage. Inspired by a chance encounter with Visschedyk during a night out, Grenier (who previously directed the documentary Shot in the Dark) decides, for a change, to turn the cameras on the paparazzi in an effort to document this unique teenager’s world. But the actor/director soon finds the project turning into a personal challenge as Grenier is forced to take responsibility for his influence on his subject’s life. As Visschedyk succumbs to the lure of fame, Grenier sets out to understand what makes that lure so powerful—hoping that he and Austin can find something more authentic than the relationship of mutual exploitation that now exists between them!-