CINCINNATI and PALO ALTO, Calif.– March 29, 2010– The Travel Channel ( is engaging in a partnership with Booyah (, makers of the immensely popular location based iPhone app, MyTown, in order to promote upcoming Food Wars ( episodes. The campaign, led by appssavvy (, Booyah’s direct sales team partner, is designed to engage users of MyTown, where players are able to check-in to and own their favorite real-world locations. Fans will also utilize the social gifting aspects available in the game as well as being able to stream in-app trailers of upcoming Food Wars episodes.

The Travel Channel is promoting Food Wars, a show which pits iconic dishes in the same city against each other, though MyTown, an iPhone game which recently surpassed 1.5 million players and is growing at a rate of more than 130,000 per week. MyTown players that“check-in” to a restaurant, grocery store, or other food-related location, will earn valuable Food Wars branded in-game items which can be used to help a player collect points and upgrade their town. In addition to these items, full-screen in-app trailers for upcoming Food Wars episodes will be streamed to these player’s phones– a first-of-its-kind campaign.

With the recent addition of social features to MyTown, users will have the ability to send items to one another. The Travel Channel will be the first partner to reap the benefits of this inclusion. Players can help their friends progress through the game by“gifting” points– earning items, such as the Food Wars branded items, which in turn increases the exposure of the campaign.

The addition of the Travel Channel to Booyah’s growing list of partners is a testament to the value proposition offered by MyTown and its location-based technology.

“Our partnership with the Travel Channel showcases the advertising opportunities in the location-based app space by offering novel and exciting ways to promote a show,” said Keith Lee, CEO of Booyah.“The Food Wars campaign is a great way to increase brand engagement and we are proud to offer this type of cutting-edge promotion to MyTown users.”

“We are seeing tremendous interest from advertisers in contextually-relevant and integrated ad programs in mobile, especially with our partnership with MyTown,” said Chris Cunningham, co-founder and CEO of appssavvy, which brought the Travel Channel to MyTown.“The Travel Channel has not only embraced this opportunity with a relevant effort, but brought an exciting first– online video trailers of Food Wars– to MyTown and its large and growing audience on the go.”

About Booyah

Booyah, headquartered in Palo Alto, Calif., is dedicated to creating new forms of entertainment to the masses by bringing together elements of the real world and the digital world. The entire development team draws its creativity not only from highly respected studios, including Blizzard Entertainment, Activision, EA, and Insomniac Games, but also from a vast array of industries, such as the semi-conductor, consumer web, and social gaming space. The Company is financed by Kleiner Perkins Caufield&Byers’ iFund. Learn more at

About Travel Channel

Travel Channel is the place for consumers to satisfy their urge to go, see and do. Through the engaging storytelling and unique perspectives of its on-air personalities, the Travel Channel creates travel content that inspires, entertains and taps into the human desire to experience new things, explore new places and engage with interesting people and cultures. It’s a condition known as the Travel Bug, and the Travel Channel encourages everyone to Catch It!

Travel Channel is available in more than 95 million US cable homes, and its high-definition simulcast, Travel Channel HD™ is distributed to more than 17 million. The website,, which serves as the network’s entertainment travel hub, averages more than 2 million unique users monthly and its mobile content platform, Travel Channel GO™, is a leading provider of quality mobile travel video and audio content. Travel Channel also manages the leading online travel blog,

About appssavvy

appssavvy is a direct sales team that connects hundreds of social media applications on Facebook, MySpace, Google and iPhone with leading brands and agencies. Partnered with the largest vertical social applications in entertainment, moms, travel, games and pets, appssavvy provides advertisers with contextually-relevant programs. Understanding that social media is about people, appssavvy focuses on users, understands their current activity and develops ad campaigns, programs and social strategies that provide value to the ecosystem. appssavvy leverages existing audiences and utilizes all facets of social media to connect advertisers with people. For more information, visit

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Steve Stratz

Illuminate Public Relations for appssavvy


Craig Sinel / Sibel Sunar

fortyseven communications for Booyah

323.658.1200 /

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