Allrecipes Releases Windows Phone 7 Mobile Application Developed by [wire] stone

SAN FRANCISCO and SEATTLE, July 5, 2011 – Allrecipes, a Reader's Digest Association (RDA) brand and the world's #1 food site, and [wire] stone, an integrated digital marketing agency, today unveiled Allrecipes® Dinner SpinnerTM, a mobile application that offers a unique, interactive cooking resource on Windows® Phone 7. The new application provides intuitive access to Allrecipes’ complete database of recipes and includes new features on the Windows Phone platform for an enhanced user experience. “The Product team at Allrecipes, together with [wire] stone, was able to quickly deliver a full-featured and unique version of the award-winning Dinner Spinner mobile application to serve the growing audience of Windows Phone users,” said Scott Scazafavo, vice president of product management at Allrecipes.com. “Allrecipes has a high bar for consumer satisfaction, and we were very impressed with [wire] stone’s design aptitude, technical expertise and responsiveness in working with our internal teams.” Taking full advantage of the Metro design language for Windows Phone, Allrecipes worked with [wire] stone to design, develop and release the Allrecipes mobile application on an aggressive timeline. The application includes top features and consumer favorites such as the Dinner Spinner recipe randomization feature as well as new capabilities exclusive to the Windows Phone platform: Exclusive Features to Windows Phone 7• Recipe of the Day: A new recipe is highlighted every day on the Live Tile page and within the application.• Disable Screen Lock: An option to disable screen lock while viewing a recipe allows uninterrupted viewing of a recipe while preparing a meal. Top Allrecipes Dinner Spinner Features• Spinner: Select a main ingredient, dish type and cook time then shake the phone to activate the Dinner Spinner’s slot machine style action for surprise dish ideas.• Search: Search by ingredient or dish name and add dietary filters (vegetarian, vegan, non-dairy, gluten-free, low carbs, low fat and more).• Recipes: Recipes include a photo, nutrition information, ratings and reviews.• Social Media Sharing Integration: Share recipes with social networks via Facebook and Twitter integration.“The Allrecipes Dinner Spinner mobile application demonstrates [wire] stone’s deep understanding of the Metro design language and Windows Phone technology,” said Fabio Matsui, technology director of emerging experiences at [wire] stone. “Within a very fast development cycle, we designed this application from the ground up to optimize the Allrecipes user experience on the Windows Phone platform.”Metro is the name of the new design language created for the Windows Phone interface. The Metro language has enabled a unique and immersive experience for users of Windows Phone and revitalized third party applications. The standards that have been developed for Metro provide a baseline for designers and developers to create successful gesture-driven Windows Phone experiences for small devices. # # #About [wire] stone[wire] stone is a mid-size leader in integrated digital and experiential marketing solutions. Founded in 2000, [wire] stone serves some of the world’s largest and most recognizable brands, including Motorola, FTD, Microsoft, Boeing, ConAgra, HP, Nike and Intel. Through its 175 employees in six U.S. offices and one European office, [wire] stone is committed to delivering excellence in key practice areas that include digital strategy, channel enablement, social engagement and emerging experiences. For more information visit www.wirestone.com. About AllrecipesAllrecipes, the world's largest food site, receives 535 million annual visits from home cooks who discover and share food experiences through recipes, reviews, photos, profiles, and blog posts. For 14 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions and practical cooking tips. Allrecipes has 16 international sites around the world providing insights into the kitchens and cooking passions of home cooks everywhere. Allrecipes is part of Lifestyle Communities @ RDA, a division of The Reader's Digest Association, Inc. For additional information regarding Allrecipes, please visit www.allrecipes.com.About Reader's Digest AssociationRDA is a global media and direct marketing company that connects more than 130 million consumers around the world with products and services from trusted brands. With offices in 43 countries, the company reaches customers in 79 countries, publishes 91 magazines, including 50 editions of Reader's Digest, the world's largest-circulation magazine, operates 78 branded websites and sells 40 million books, music and video products across the world each year. Further information about the company can be found at www.rda.com.Windows is a registered trademark of Microsoft Corporation in the United States and/or other countries.“Allrecipes.com,” and “Allrecipes,” are trademarks of Allrecipes and may not be copied, imitated or used, in whole or in part, without the prior written permission of Allrecipes.