NeoMedia Technologies, Inc (NEOM)

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NEWS NeoMedia's Technology Dominates U.K. Sales Promotion Awards - Mobile

Last Update: 11:59 AM ET May 23, 2006

FORT MYERS, Fla. & LONDON, May 23, 2006 (BUSINESS WIRE) -- Sponge Ltd., a unit of NeoMedia Technologies, Inc. (OTC BB: NEOM), today announced that its technology helped its agency partners dominate the annual Promotional Marketing Awards in the U.K., sponsored by the Institute of Sales Promotion (ISP). Sponge is a leader in developing and implementing mobile marketing applications and content delivery.

At the ISP Awards Dinner at London's Royal Lancaster Hotel on Friday night, Sponge saw its agency partners win all but two of the awards for campaigns incorporating mobile marketing -- including the Best of Show 'Grand Prix' prize. Sponge also was honored directly with the "Service Partner Recognition Award" for its enabling technology in the Walker's (Frito-Lay) "Win an iPod every 5 minutes" campaign.

Included in the awards by Sponge agency partners were:

Grand Prix: Best Promotion of 2005

Partner: The Big Kick

Winner: Branston Baked Beans "Great British Bean Poll"

One of Sponge's favorite campaigns, the award recognized The Big Kick with generating high levels of print and T.V. coverage, resulting in 750,000 consumers blind-testing the new product. Sponge provided the SMS voting for the campaign, which ran on 6 million cans of beans, and offered consumers the chance to win GBP 10,000 ($19,000).

Food Category - Gold Award

Partner: The Big Kick

Promotion: Walker's chips "Win an iPod every 5 minutes"
Again working with Big Kick, Sponge provided the enabling technology for one of the UK's largest-ever mobile marketing campaigns, which ran on 600 million packs of Walkers (Frito-Lay) chips. With more than 15 million entries and a 10% increase in sales through the impulse channel, the campaign was deemed to be a major success by all measures.

Other awards taken by its agency partners for Sponge-powered campaigns were:

Food Category - Highly Commended

Partner: The Big Kick

Promotion: Branston Baked Beans "Great British Bean Poll"

Trial and Awareness - Gold Award

Partner: The Big Kick

Promotion: Branston Baked Beans "Great British Bean Poll"

Prize promotions - Bronze Award

Partner: The Big Kick

Promotion: Walker's chips "Win an iPod every 5 minutes"

New Product Launch - Silver Award

Partner: The Big Kick

Promotion: Branston Baked Beans "Great British Bean Poll"

Service partners - Silver Award

Partner: The Big Kick

Promotion: Branston Baked Beans "Great British Bean Poll"

"The ISP awards recognize the very best in sales promotion in one of the world's most competitive market-places," said Martin Copus, head of NeoMedia Mobile and COO of the parent company. "We congratulate all the winning clients, and thank our agency partners for enabling their award-winning promotions with Sponge's technical expertise and creativity."

About Sponge Ltd.
Sponge, a NeoMedia Technologies company (NEOM :
NeoMedia Technologies Inc

NEOM .21, +0.01, +3.4% ) , is a U.K. market leader in providing mobile applications to agencies and media groups, and has gained recognition as one of Europe's top independent developers of mobile applications and content. Founded in 2001, Sponge counts among its clients more than 40 agencies, including WPP, Aegis and BBH, and supplies services to over 100 world-class brands, including Coca-Cola, Heineken, Diageo, Walker's and Lynx/Axe. Sponge also supplies a range of mobile services to media groups, including News International, Trinity Mirror, Endemol and IPC. For more information about Sponge, please visit www.spongegroup.com.
About NeoMedia Technologies, Inc.

NeoMedia Technologies, Inc. ( www.neom.com) is a diversified global company offering leading edge, technologically advanced products and solutions for companies and consumers, built upon its solid family of patented products and processes, and management experience and expertise. Its mobile services group of companies offers end-to-end mobile enterprise and mobile marketing solutions, through its flagship direct-to-mobile-web PaperClick(R) technology, and ground-breaking products and services from 4 (shortly to be 5) of the USA's and Europe's leading mobile marketing providers. All NeoMedia Mobile companies benefit from NeoMedia's 27 wireless patents, and the new group is comprised of 160 of the most experienced mobile marketing talent in the world. By linking consumers and companies to the interactive electronic world, NeoMedia delivers one-to-one, permission-based, personalized and profiled dialogue--anytime and anywhere.

This press release contains forward-looking statements within the meaning of section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. With the exception of historical information contained herein, the matters discussed in this press release involve risk and uncertainties. Actual results could differ materially from those expressed in any forward-looking statement.
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SOURCE: NeoMedia Technologies, Inc.
NeoMedia Technologies, Inc. Karen Yagnesak, 239-247-4701 [e-mail] or BlueBear Juliet Bernard, [phone] [e-mail] Copyright Business Wire 2006 End of Story
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