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Blogs Accelerate Buzz for Keira Knightley Oscar Dress Auction

Blogs Accelerate Buzz for Keira Knightley Oscar Dress Auction

Gold Group successfully utilizes social media, web relationships
to drive Oxfam America campaign

Clark, NJ (April 20, 2006) — Gold Group, a mobile and new media marketing consultancy, used online outreach targeting bloggers and web forums to jumpstart buzz for an upcoming Oxfam America auction featuring the Vera Wang dress Knightley wore at the Oscars. The actress donated the gown to Oxfam in an effort to raise money and awareness for the East Africa Food Crisis.

The online publicity effort yielded pick-ups and chatter on dozens of Keira Knightley and anti-poverty web forums and blogs. Many bloggers posted links, provided by Oxfam, pointing back to the auction landing page. The online buzz also sparked traditional media coverage in the U.S. and the interest of Vera Wang, which will exhibit the gown at its flagship Madison Avenue store in New York today through April 30th.

“Our results from this campaign so far have been excellent. The Gold Group team was very creative and thanks to their strategic efforts and innovative marketing techniques, we not only received great online publicity, but more importantly we were able to partner with Vera Wang, whom we hope to work with in the future,” stated Adrienne Smith, Strategic Communications Director of Oxfam America.

An affiliate of Oxfam International, Oxfam America is a non-profit organization that works to end global poverty through saving lives, strengthening communities, and campaigning for change.

The Oxfam campaign was implemented as part of Gold Group’s Buzz Goblin offering, a turnkey viral marketing program that uses a six-step approach to garner online publicity and pass-along impressions.

The auction launches this Friday at

About Gold Group
Gold Group ( positions clients for success in the new digital economy by creating integrated lifestyle marketing and sales programs that are compelling, innovative and highly believable. Buzz Goblin is the company’s latest offering in a line of online and mobile marketing solutions.

Marina Elbert
PR/Marketing Manager, Gold Group
732-587-2101 ext. 262

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