Red Tettemer Creates ScapeNation, Then Invites Tweens to Save it

ScapeNation.com a new social virtual network that pits Tweens against the evilest of villains, Darkness

PHILADELPHIA, March 11 /PRNewswire/ — Red Tettemer – an independent creative agency – announced today the launch of a new virtual world they created for Tween Brands, Inc.

(Logo: http://www.newscom.com/cgi-bin/prnh/20090311/NE82072LOGO )

Targeted to tweens ages 7-14, ScapeNation offers: games to play, mysteries to solve and an immersive experience to explore creativity and social connection. It’s all wrapped around the story of an evil villain called Darkness that threatens to destroy ScapeNation forever. The marketing campaign features characters from the world of ScapeNation pleading, “Darkness is upon us, you are our only hope,” and asks Tweens to join the fight to save the world from total destruction.

“We wanted to create a completely fresh experience for our audience,” said Steve Red, president and CCO of Red Tettemer. “We looked at the SVN environment as the perfect platform to tell a great story that kids want to be involved in. So we not only built the world, we wrote its history and its future. We created original characters, landscapes and a language that all figured into the storyline. The idea is, kids won’t just play the game they’ll become invested in the story. And that’ll keep them coming back for more. It’ll allow us to build an entertainment franchise rather than just the next SVN.”

ScapeNation will be monetized through micro-transactions, a model which allows children to play free but offers more desirable accessories and exclusive access through purchase using ScapeBucks, the ScapeNation virtual currency. ScapeBucks can be purchased online or in Justice stores through gift cards but they can also be earned by Scapers through game-play.

“We didn’t want to tiptoe into this space,” said Scott Bracale, President, Marketing, Direct and International of Tween Brands. “Our goal was to build one of the ultimate, aspirational SVNs for Tweens. Our search for the right partner led us to Red Tettemer and the vision they presented matched ours perfectly. We’re excited about the launch of ScapeNation, but we’re even more excited about creating this new level of customer engagement.”

The world of ScapeNation.com is made up of six islands – The Hub, Isla Strange, Arena 5, The Cove, Mod Mall and Metropolis. ScapeNation will continually grow, evolve and refresh.

ABOUT RED TETTEMER

Red Tettemer is a Philadelphia-based advertising agency. Within its red walls, thought-benders, storytellers and content creators build brands on any media platform that will have them. For more than 12 years, Red Tettemer has thrived on energizing clients and their businesses – a few currently being energized include International Spy Museum, PBS Kids Sprout, Pennsylvania Tourism Office, SEPTA, Ska Brewing Co., Tub Gin and Tween Brands. For more information, go to redtettemer.com.

ABOUT TWEEN BRANDS, INC.

Headquartered in New Albany, Ohio, Tween Brands (NYSE: TWB) is the largest premier tween specialty retailer in the world. Through powerhouse brands Justice and Limited Too, Tween Brands provides the hottest fashion merchandise and accessories for tween (age 7-14) girls, as well as an extraordinary experience of fashion and fun in over 900 Justice and Limited Too stores located throughout the United States, the commonwealth of Puerto Rico, Europe, and the Middle East.

Tween Brands recently transitioned to a single brand taking the best of Limited Too and the best of Justice to create a fresh, new Justice, many of which carry a Limited Too clothing line. For more information or to shop online visit http://www.shopjustice.com.

SOURCE Red Tettemer