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BOSTON, MA - October 24, 2001 - Business Wire

e-tractions' "Flight Challenge" Claims MIMC's "Best Manufacturing Campaign" Award

Internet Marketing Campaign For Shell Aviation One Of New England's Best

e-tractions, the leading Internet marketing campaign company, today announced its "Flight Challenge" campaign, developed for Shell Aviation, has won "Best Manufacturing Campaign" in the 2001 MIMC Awards.

Launched in July 2001 in conjunction with online and off-line Shell Aviation advertising campaigns, the Flight Challenge objective was twofold: heighten awareness and promote sales of the Shell Aviation and AeroShell product lines; and generate a database of prospects especially among small to medium sized carrier aviation professionals. During game play, an "Around the World" themed user interface acts as a metaphor for Shell Aviation's global reach while trivia questions educate prospects about Shell Aviation and the AeroShell lines of fuels and lubricants.

"e-tractions' technology is ideally suited for Shell's target audience: educated professionals passionate about aviation" said Michael Gauthier, President of e-tractions. "We were able to give Shell a highly branded, effective Internet campaign quickly, cost-effectively and with low risk."

An analysis of campaign data in early September concluded 58% of registered prospects requested additional product information from Shell Aviation, demonstrating the game's success as a sales qualification and conversion vehicle. Additionally, Shell Aviation executives have been able to compare the effectiveness of offline vs. online promotional investments. For example, the number of visitors originating from the Flight Challenge link on the Shell Aviation home page was nearly five times that of visitors originating from all offline-advertising sources combined.

"e-tractions was able to propose a variety of concepts to meet our challenge and implement the selected concept quickly and cost-effectively," said Laura Allen, Global Marketing Manager for Shell Aviation. "We are quite satisfied with the return on investment from the e-tractions campaign."

The MIMC Awards, presented annually by the Massachusetts Interactive Media Council (MIMC), is a representation and a celebration of the various creative and technological accomplishments emerging from New England. With over 25 categories in which to compete, the MIMC Awards accepts an array of Internet-related entries, including: Web sites and titles, software, back-end technology, online advertising campaigns, and emerging technologies. The "Manufacturing" category highlights sites and/or titles created for companies that manufacture non-high tech products and are distributed wholesale.

About MIMC
MIMC is a non-profit organization established to support the interactive industry in New England. In addition to holding nearly 70 networking and educational events a year, MIMC advocates on important legislative and regulatory issues. Members include the region's foremost technical talent and its leading business minds; its established leaders and its up-and-comers. For additional information, visit http://www.mimc.org/ or contact MIMC at 617-227-2822.

About Shell Aviation
Shell Aviation is a leading global supplier of oil products to the general, commercial and defense aviation industries. It also provides the industry's most extensive and comprehensive range of aviation lubricants, oils, greases, and fluids all marketed under the AeroShell brand name. Customers range from the biggest airlines and international airports to private pilots at local airstrips. Shell Aviation has an established reputation for technical innovation. In addition to its own research and engineering design centres, it works in partnership with independent companies and industry bodies to help define technical standards as the demands of the aviation industry change. Shell Aviation has branded operations at over 700 locations in 85 countries worldwide and fuels 20,000 aircraft every day. For additional information, visit http://www.shell.com/aviation or contact Shell Aviation at 44-020-7546-2816.

About e-tractions
e-tractions, the Bedford, Mass.-based Internet marketing campaign company, was founded in August of 1999 by a team of executives with expertise in the Internet, entertainment, health care and Information Technology industries. e-tractions' EnterAct™ technology provides a rapid development environment that can be used by a client's technical staff, freelance designers, agencies, or the e-tractions in-house creative staff to launch targeted marketing campaigns on the Web. Given the range of possible EnterAct solutions, e-tractions campaigns appeal to all market segments, are highly targeted, have no variable cost and give visitors instant rewards for their loyalty. Clients profit from qualified customer traffic, more purposeful and engaging customer dialogue, better information for decision making and greater conversion rates from visitors into loyal customers. e-tractions helps clients build long-term customer relationships and improve brand equity, while increasing revenues and decreasing customer acquisition costs. For additional information, visit www.e-tractions.com or contact e-tractions at 781-276-1800.