Friday, March 25, 2011
Direxion Takes its Bull and Bear ETFs Online
Reported by Hung Tran
] just unveiled a new educational ad campaign aimed at educating investors about its leveraged ETF lineup. The firm is again teaming up with Minyanville Media
–- operator of Minyanville.com
-- to roll out five animated vignettes on the firm's Web site.
The co-branded ads will feature Minyanville’s bull and
bear cartoon characters, “Hoofy & Boo,” discussing Direxion’s leveraged ETFs.
"We have bull and bear products and they have those characters on the site, so it's a good fit for us," Andy O’Rourke
, chief marketing officer, told The MFWire
. "A lot of education is needed for leveraged ETFs to make sure they're the right fit for individuals."
O'Rouke added that the ads will run on the site throughout the rest of the year and the firm may re-up with the site for another run next year. Watch for more ads and ETFs, including commmodity and currency offerings, from Direxion
within the next few months.
FOR IMMEDIATE RELEASE Media Contact: James Doyle
DIREXION ANNOUNCES EDUCATIONAL AD CAMPAIGN WITH MINYANVILLE
Animated Series Features Emmy Winning “Hoofy & Boo” Discussing Leveraged ETFs
Boston, MA – March 24, 2011 – Direxion, a pioneer in providing alternative investment strategies to sophisticated
investors, announced today a new educational ad campaign with Minyanville Media, Inc., the creator of Emmy Award
winning financial focused content and operator of Minyanville.com. The campaign consists of five animated vignettes
designed to educate audiences about leveraged ETFs.
“Direxion has always believed in the importance of investor education, especially when it comes to products as
sophisticated and powerful as our leveraged ETFs,” said Direxion President Dan O’Neill. “We’re very pleased to partner
with Minyanville. Our mission is to educate audiences about the unique risks associated with the use of leverage, as well
as the consequences of seeking daily investment results. Minyanville took the time to understand our relevance to
sophisticated tactical investors, and is helping us educate our audience in a compelling and creative way.”
The co-branded ads, a first of their kind, will run on Minyaville.com and feature the site’s Emmy-award winning bull and
bear cartoon characters, “Hoofy & Boo,” discussing Direxion’s leveraged ETFs. Minyanville.com has more than 1.3
million unique visitors and, according to Google, was the second fastest growing financial and business destination in
2008. The company also won an Emmy for “New Approaches to Business and Financial Reporting” in 2008.
“Branded content in online advertising is about the merger of unique business information with creative branding, and that
is precisely what our campaign with Direxion illustrates,” said Kevin Wassong, President of Minyanville Media.
“Minyanville has the ability to create digital content that is unique, informative and entertaining – all through a dynamic
platform that connects advertisers to high-valued audiences. We’re very proud to demonstrate this in our partnership with
Direxion is a pioneer in providing sophisticated investment solutions and helping investors optimize their portfolio
strategies. Its multi-directional and leveraged products offer the opportunity for investors to effectively manage risk and
returns in all market conditions. To visit Direxion’s Leveraged ETFs Education Center, go to
To speak to a member of the Direxion team, or request more information, please contact James Doyle at (973) 400-1341
Direxion Funds and Direxion Shares, managed by Rafferty Asset Management, LLC, offer leveraged index funds, ETFs
and alternative-class fund products for investment advisors and sophisticated investors who seek to effectively manage
risk and return in both bull and bear markets. Founded in 1997, the company has approximately $7.5 billion in assets
under management as of 12/31/10. The company’s business model is built on continuous product innovation, exceptional
customer service and a commitment to building strategic relationships with distribution partners. For more information,
please visit www.direxionshares.com.
About Minyanville Media
Minyanville Media, Inc. (MMI) is an Emmy Award winning content and community platform. MMI creates branded
business content that informs, entertains and educates all generations about the worlds of business and finance.
Minyanville is a place where people who seek useful, unbiased information come to learn, laugh and connect. MMI
strives to raise the level of financial understanding by connecting with a highly desirable audience through insightful
commentary laced with humor and humanity. This distinguishes MMI by creating a true intersection of Wall Street and
Minyanville.com is a site with more than 1.3MM unique visitors and 8-10MM per month. According to Google,
Minyanville.com was the second fastest growing financial and business destination in 2008. According to Quantcast,
Minyanville.com reaches the most affluent, college educated, 35-64 year old demographic in the category, consistently
ranking in the top five Quantified websites. Minyanville provides a portfolio of applications and subscription products
geared toward the professional and active trading and investing audience. Licensed by many of the world's largest
financial institutions, Minyanville provides lead-edge solutions and content that generate ideas and build community.
Minyanville Media has created unique digital content and destinations providing marketers a dynamic platform to connect
with high-valued audience segments. Anchored by the flagship site Minyanville.com, Minyanville is quickly becoming
the go-to destination for people wanting to know what's happening in business and finance before it happens. The site
features a roster of more than 40 world-class "Professors" comprised of traders, money managers and some of the best
minds in business media. Minyanville's mission is to affect positive change through financial understanding, from the
ABCs to the 401(k)s.
An investor should consider the investment objectives, risks, charges, and expenses of Direxion Shares carefully before
investing. The prospectus and summary prospectus contains this and other information about Direxion Shares. To
obtain a prospectus, please visit www.direxionshares.com. The prospectus and summary prospectus should be read
carefully before investing.
Investing in the funds may be more volatile than investing in broadly diversified funds. The use of leverage by a fund
increases the risk to the fund. The more a fund invests in leveraged instruments, the more the leverage will magnify gains
or losses on those investments.
The Leveraged ETFs are not suitable for all investors and should be utilized only by sophisticated investors who
understand leverage risk, consequences of seeking daily leveraged investment results and intend to actively monitor and
manage their investments. Leverage ETFs are not designed to track the underlying index over a longer period of time.
The risks associated with the funds are detailed in the prospectus which include adverse market condition risk, adviser's
investment strategy risk, aggressive investment techniques risk, concentration risk, counterparty risk, credit and lowerquality
debt securities risk, equity securities risk, currency exchange risk, daily correlation risk, daily rebalancing and
market volatility risk, early close/trading halt risk, depository receipt risk, foreign and emerging markets securities risk,
sector securities risk, interest rate risk, inverse correlation risk, leverage risk, market risk, non-diversification risk, retail
sector risk, shorting risk, small and mid cap company risk, tracking error risk, market timing activity and high portfolio
turnover risk, commodities securities risk, geographic concentration risk, valuation time risk, derivatives risk, risks of
investing in small- and/or mid-capitalization companies, natural gas sector risk, negative implications of daily goals in
volatile markets risk, risks of investing in mining and metal industry securities, commodity-linked derivatives risk, whollyowned
subsidiary risk, tax and distribution risk, options and futures contracts risks, security selection risk, Debt
Instrument Risk, Gain Limitation Risk, Real Estate Investment Risk, U.S. Government Securities Risk, and Special Risks of
Distributed by: Foreside Fund Services, LLC.
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