SYS-CON MEDIA Authors: Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel, Peter Silva

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all® Laundry Detergent to Help Mom Celebrate Kids’ Messy Moments of Summer with Mobile Movie Partner Magisto

all® Laundry Detergent is helping moms make messy moments memorable in a new campaign that turns their mobile device into a movie making machine with Magisto’s cloud-based smart technology. The campaign, “Summer Play” helps mom produce professional quality videos featuring her kids at their dirtiest – and most fun – moments, like sliding into second base, playing lawn games, taking road trips and enjoying a barbeque.

“We know moms depend on all® Laundry to get out tough kid stains, now we’re connecting with moms in a new way through their mobile devices and Magisto,” said Lora Van Velsor, Vice President Marketing, Sun Products. “We’re combining the power of new technology and creative storytelling to help mom celebrate kids being kids, which is what all® is all about.”

The Magisto campaign, which is the first of its kind in the category, enables parents to document, preserve and share their kids’ summertime moments in videos set to custom themed music and select imagery to inspire sharing across multiple social platforms, including Facebook and Twitter. More than 40 million people are currently engaged in Magisto’s user base.

As the Official Detergent of Little League®Baseball, the first phase of the “Summer Play” promotion, which launched in June, encouraged moms to capture the dirtiest moments from Little League games across the country. The July promotion phase expanded to all summer sports and in August the campaign continues by asking moms to submit video that captures the very best memories from Summer 2014. By entering videos into the campaign, parents can win prizes such as a trip to the Little League Baseball® World Series.

“Magisto is proud to be engaged in this campaign with an iconic American brand like all®. The melding of our technology and the all brand’s customer base of families who want to capture special moments is a great combination,” said Reid Genauer, Chief Marketing Officer, Magisto. “A sponsored theme provides a platform for families to connect with all®, create branded stories about the people and moments that matter most to them, and share their videos with a qualified and trusted audience.”

Thus far the campaign has created 305,527 all® branded “Summer Play” movies and garnered 1,208,544 movie views. The project is on target to hit 600,000 movies by the end of the summer. The winners to date include http://www.magisto.com/album/alllittleleaguemoments/video/cSojQVFWSV5-ITIPYnZLAHk

For more information on how to download and use the “Summer Play” editing theme visit http://www.magisto.com/allgameon.

About all®

As a recognized leader and reliable laundry partner with consumers for more than 50 years, the all® brand provides and incredible clean at an incredible value for all your family’s needs. The all® brand has your detergent needs covered with compact powder, concentrated liquids, and single dose pacs in a choice of sizes and variants for sensitive skin. all® laundry detergent is manufactured by The Sun Products Corporation. For more information, visit www.all-laundry.com or www.facebook.com/allLaundry

About Magisto

Driven by artificial intelligence and simple user experience, Magisto is a cloud-based mobile technology service for creating and sharing beautiful quality personal movies. It automatically selects the most compelling moments from ordinary videos and photos and, like an expert video editor, weaves them together to convey a story with customized styles and music. Magisto is used by millions of customers and can be accessed across iOS, Android, the Amazon Appstore for Android and the Web, and is the highest-rated video creation app in the Google Play and iOS App Stores. More information is available at http://www.magisto.com/about and http://www.magisto.com/how-it-works.

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