FairMarket Helps Miller Lite Brew Up Another Winning Promotion; Miller Lite to Use FairMarket's Technology for Second Annual 'Get the Goods' Online Promotion

Business Wire, May 22, 2001

Business/Technology Editors

WOBURN, Mass.--(BUSINESS WIRE)--May 22, 2001

FairMarket(sm), Inc. (Nasdaq: FAIM), a leading provider of e-business selling and marketing solutions incorporating dynamic pricing, today announced Miller Lite is once again using FairMarket's Promotional Auction solution to power the Miller Lite "Get the Goods" online sweepstakes and auction. The Miller Lite promotion, which launched May 1, 2001 and runs through July 10, 2001, attracted more than 23,000 visitors during the promotion's first week.

The success of the summer 2000 event, which saw 350,000 unique online visitors and more than 750,000 visits, brought Miller back for a second round. As with last summer's event, this year's promotion is part of Miller Lite's larger 360-degree marketing campaign that links television, radio, print and outdoor advertising; point-of-sale merchandising materials; packaging; and the Web.

Where legal, adults 21 and over will be able to view the summer adventures, one-of-a-kind sports memorabilia and exclusive Miller merchandise up for auction at www.MillerLite.com. Bidders can use cash, Beer Bucks, or a combination of both to bid on exclusive Miller Lite "Get The Goods" experiences and merchandise. Beer Bucks can be found inside specially-marked packages of Miller Lite and Miller Genuine Draft. Cash proceeds of the online auction will be donated to charitable organizations.

FairMarket has integrated its promotional auction solution with the promotion codes being used by Miller Lite for the online auction. The codes, produced using FairMarket's technology, enable the bidder to set up a personalized online Beer Bucks account to bid on auction items and purchase unique merchandise at the Miller Store.

"The summer 2000 program generated a lot of excitement and provided us with a foundation for an even stronger `Get the Goods' this year," said Gina Shaffer, Miller's digital marketing manager. "FairMarket's promotional auction technology enables us to get consumers more engaged with our brand and excited about the program. The site was fun and interactive, keeping users online for an average of about 15 minutes at a time. It's virtually impossible to achieve that kind of brand exposure through traditional marketing channels, which is why we're doing it again this summer."

"Miller Brewing Company is recognized as an innovative marketing organization," said Janet Smith, interim president and CFO for FairMarket. "The 2001 event builds on the success of last year's campaign to create an exciting multi-channel auction promotion to drive both brand awareness and sales."

San Francisco-based Red Sky Interactive, Miller's digital marketing agency of record, created the architecture and designed the look of the Miller Lite "Get the Goods" site.

FairMarket officially launched its Promotional Auction solution in April, and has been providing services for such companies as the World Wrestling Federation, New Line Cinema and Playboy to create brand-building promotional campaigns. In a competitive marketplace, it has become ever more important for companies that rely a great deal on brand to have a comprehensive but concise multi-channel marketing campaign, and the FairMarket solution can be an effective and essential piece of those campaigns.

About FairMarket, Inc.

FairMarket develops and delivers e-business selling and marketing solutions for retailers, distributors and manufacturers. A recognized leader in dynamic pricing technology, FairMarket provides hosted and scalable solutions to help enable companies to maximize price yield and promote their brands. Major corporations including JC Penney, Dell Computer Corporation, CompUSA, New Line Cinema, Virgin.Net and MSN rely on FairMarket's discount, clearance and promotional technologies and services. Headquartered in Woburn, Mass., FairMarket has offices in the U.K. and Germany. The company can be reached at 800-531-7871 or on the Web at www.fairmarket.com.

About Miller Brewing Company

Miller Brewing Company is a wholly owned subsidiary of Philip Morris Companies Inc. Principal beer brands include Miller Lite, Miller Genuine Draft, Miller Genuine Draft Light, Miller High Life, and Milwaukee's Best. Primary products from the Plank Road Brewery, a small division of Miller, include ICEHOUSE and Red Dog. Specialty regional brands include Leinenkugel's and Henry Weinhard's, and the company's malt liquor brands include Olde English 800 and Mickey's Malt Liquor. Miller also imports Foster's and brews Sharp's, a non-alcohol brew. More information is available at www.MillerBrewing.com, www.ThinkWhenYouDrink.com and www.MillerLite.com.

FairMarket and the FairMarket logo are service marks of FairMarket, Inc. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

This press release contains information about future expectations, plans and prospects of FairMarket, Inc. that constitute forward-looking statements for purposes of the safe harbor provisions under the Private Securities Litigation Reform Act of 1995. Actual results may differ materially from those indicated by these forward-looking statements as a result of various important factors including but not limited to market acceptance of FairMarket's online auction and other e-commerce services; growth of the market for dynamic e-commerce services; the competitive nature of the online markets in which FairMarket operates; FairMarket's ability to generate significant revenue to reach profitability; FairMarket's ability to attract and retain qualified personnel; FairMarket's ability to retain existing customers and to obtain new customers; the operation and capacity of FairMarket's network system infrastructure; FairMarket's ability to expand our operations in its geographic markets and the currency, regulatory and other risks associated with doing business in international markets; FairMarket's limited operating history; and the other risks and uncertainties discussed under the heading "Factors that May Affect Results of Operations and Financial Condition" in FairMarket's Annual Report on Form 10-K for the year ended December 31, 2000 and other reports filed by FairMarket from time to time with the Securities and Exchange Commission. FairMarket assumes no obligation to update any of the information included in this press release.