For Immediate Release:

Brand Communities Go Mobile
with Demand Media

SANTA MONICA, Calif. – April 6, 2011 – Today, Demand Media (NYSE:DMD) released new functionality that facilitates brands’ initiatives to extend their online communities to mobile devices. The extended feature set from Pluck, Demand Media’s social media platform that helps digital marketers build consumer communities, gives brands and their agency partners new tools to create engaging social experiences in mobile applications.  

"We want to help brand marketers engage their customers on every digital channel in their social mix," said Steve Semelsberger, senior vice president and general manager of social solutions for Demand Media. "We've recently given marketers the ability to embed Pluck applications in branded Facebook pages. Now we are making it easier for them to add community to their mobile experiences."

Brand marketers use Pluck to create a single customer community across multiple digital channels including websites, mobile applications and Facebook. Using the Pluck Platform, marketers can foster engagement, boost conversions and improve insights with a combined view of customer activity across every channel.  Consumers also have their choice of creating a new account on the brand’s domain or using Facebook to sign in, participate in conversations and share information across multiple networks.

"McGraw-Hill Construction has leveraged Pluck for integrated community management on our websites for several years," said Michael McNerney, senior director of media at McGraw-Hill Construction, which publishes Architectural Record. “We are excited to bring our powerful content to our customers through our mobile initiatives."

Pluck's new mobile functionality includes tools for software developers that provide native experiences and streamline the creation of community features. These new tools – software development kits, or SDK’s built on Pluck's APIs – are optimized for popular Web programming languages, including Objective-C commonly used to build Apple iOS apps along with Java for Google Android applications. Developers will also have access to application templates that make it easier to embed Pluck social features into both their mobile applications and their mobile websites.

Today's announcement builds on Pluck's existing mobile support that enabled customers to embed social functionality using existing APIs. Companies that have leveraged Pluck to create social experiences across web and mobile platforms include:

Architectural Record. McGraw-Hill Construction recently made its Architectural Record Photography Showcase app available in Apple iTunes. The app provides mobile access to the award-winning Architectural Record photo galleries supported by Pluck. It also lets users take architecturally interesting photos and upload them to the app’s mobile Pluck photo gallery.

NFL. The National Football League relies on Pluck's mobile capabilities to add social features to its Android NFL Mobile application. Pluck gives the NFL the ability to assign a source tag to comments, which lets the league segment comments for purposes of discovery, moderation policies, user tiering, contributor badges and rewards. 

Trinity Mirror Football. UK publisher Trinity Mirror has launched an iPhone version of Mirrorfootball.co.uk, its hugely popular football site. Pluck lets community managers and content moderators control the community from a single set of platform tools.

Glamour Magazine. Glamour.com, a Condé Nast property, offers a mobile version, m.glamour.com, to those who visit the site on a mobile device. Condé Nast has extended its Pluck Comments implementation on Glamour.com to the mobile website. Pluck delivers a single community experience across both Web and mobile browsers.

The Pluck integrated community platform optimized for mobile is available immediately. More information is on www.pluck.com