WOOLRICH, Pa., October 18, 2011 — Arctic Terns, Rufous Hummingbirds, Bald Eagles and thirty-one other avian species have invaded the Internet as part of Audubon's new social media campaign Birding the Net, which launched last week. Starting today, Woolrich®, the Original Outdoor Clothing Company, will be hosting a number of birds of prey on their website and providing gift cards as prizes for the birdwatching competition.

 "Birding the Net is an amazing campaign that brings the natural world into our online lives in a very fun and informative manner," said Brent Hollowell, Woolrich VP of Marketing. "We're proud to partner with Audubon on this initiative and support their mission to connect people with birds, nature and the environment that supports us all."

 The launch of the campaign coincides with the release of the feature film The Big Year starring Steve Martin, Jack Black, and Owen Wilson. In The Big Year, characters compete to see the most North American birds in one year. Birding the Net brings to the Internet the thrill of the chase found in real-world birding, challenging players to spot dozens of species that will be released from Oct. 10 through Nov. 7. Web surfers will observe virtual birds doing the same things that birds do outdoors: animations of birds will fly across homepages, perch on mastheads, and flock to birdhouses that anyone can install on personal websites and blogs. Clicking on the animated birds on the many participating websites takes players to an Audubon Facebook page to collect and trade "bird cards" which feature recordings of birdsongs, bird facts, and video.
The first players to collect all the birds will win prizes, including a voyage to the Galapagos Islands.

"Birds are the best possible ambassadors for the environment, and this will help people see them in a whole new way," said David Yarnold, President & CEO of Audubon. "This is about fun – but it's also about getting more people involved in taking action to protect birds and the planet we share with them. And with this unprecedented use of social media and the web, we're also making it clear that this is not your grandmother's Audubon."

About Audubon
Now in its second century, Audubon connects people with birds, nature and the environment that supports us all. Our national network of community-based nature centers, chapters, scientific, education, and advocacy programs engages millions of people from all walks of life in conservation action to protect and restore the natural world. Visit Audubon online at www.audubon.org.

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