(February 1, 2002 — Glendale, CA) - Hyundai and Shark Energy Drink brands have, for the first time ever, teamed with Warner Bros. Online (www.warnerbros.com) as presenting sponsors for the site’s third annual “Live From Park City,” an online music festival featuring performances from an array of artists, filmed in Park City, Utah, during the Sundance Film Festival. As part of the marketing alliance, Hyundai and Shark Energy Drink will be prominently promoted as presenting sponsors on Warner Bros. Online’s Live Concert Series site, www.liveconcertseries.com, January 30 through April 12. Featured as part of the multifaceted campaign will be banners, pop-ups and button advertisements on the site touting the companies’ presenting sponsorship. In an offline tie-in, as part of the sponsorship, Hyundai and Shark Energy Drink signage and promotional products were also on hand at Harry O's in Park City, Utah, where the concert performances were filmed exclusively for Warner Bros. Online during the Sundance Film Festival. “Live From Park City” commences with Brit-pop psychedelics The Charlatans UK, followed by upcoming performances from hitmaker DJ’s Groove Armada, alternative-punk crew Goldfinger, rising power-pop group Bowling For Soup and critically acclaimed, hot-shot newcomers Starsailor, all offering music fans around the globe a cyber-roof raising experience. Brian Moreno, Vice President, Strategic Marketing, Warner Bros. Online said, “Live From Park City is a perfect example of our ability to provide Hyundai and Shark Energy Drink brands with an effective and integrated marketing program to reach active-lifestyle consumers. Warner Bros. Online is committed to offering sponsors a full range of online and offline opportunities targeting this highly influential audience.” “Hyundai is proud to be a presenting sponsor of the always exciting Live From Park City online concerts,” said Hyundai’s Vice President of Marketing Dave Weber. “Our association with Warner Bros. Online is another significant step in presenting the Hyundai message to active-lifestyle consumers via the Internet.” Robert Tauro, Chairman and CEO, Arcadia Beverage said, “Our strategy is simple, to create awareness that Shark is the premier energy drink in the market. I have no doubt that aligning with Warner Bros. Online is the most direct and cost effective way to reach our core demo. Our relationship with Warner Bros. Online will extend well beyond the establishment of Shark as the best of a new breed of energy drinks.” Recent research from Jupiter Communications indicates 58 percent of the online population is online music fans, with online music spending projected to grow to $1.2 billion in 2002. About Warner Bros. Online Warner Bros. Online (www.warnerbros.com and AOL Keyword: Warner Bros) is a preeminent Internet entertainment destination serving as an exclusive entry point into, and as the official aggregator of, all things Warner Bros. Highlighting the Warner Bros. Online experience is exclusive content from Warner Bros. Pictures, Warner Bros. Television, Warner Bros. Animation, Telepictures Productions and DC Comics. About Hyundai Motor America Hyundai Motor America, headquartered in Fountain Valley, Calif. is a subsidiary of Hyundai Motor Company of Korea. Hyundai cars and sport utility vehicles are sold and serviced by Hyundai Motor America through 570 independent dealers nationwide. About Shark Energy Drink Shark Energy Drink, initially developed in the year 1965, was the first energy drink to be launched outside of Japan. Since then, Shark's parent company, Thailand based Osotspa, has grown to one of the top five world players in the energy drink market and maintains its status as one of Asia’s leaders in the development of pharmaceutical and consumer products. Shark differs from its competitors in that Shark contains natural caffeine, obtained from the coffee bean and the guarana plant, and has a clearly superior taste. Shark is marketed and distributed in the United States by Arcadia Beverage Company led by entrepreneur Robert Tauro.
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