Download WickFire v. TriMax Media, LLC PDF

TitleWickFire v. TriMax Media, LLC
LanguageEnglish
File Size9.6 MB
Total Pages121
Table of Contents
                            Docket No. 90 - TriMax Parties' Amended Counterclaims and Third-Party Claims.pdf
Docket No. 90-1.pdf
Docket No. 90-2.pdf
                        
Document Text Contents
Page 1

IN THE UNITED STATES DISTRICT COURT
FOR THE WESTERN DISTRICT OF TEXAS

AUSTIN DIVISION

Wickfire, LLC,

Plaintiff,
v.

TriMax Media, Inc., Laura Woodruff,
WREI, Inc., and Josh West,

Defendants.

CIVIL ACTION NO: 14-CV-34

TriMax Media, LLC,

Counter-Plaintiff,

v.

Wickfire, LLC,

Counter-Defendant.

Laura Woodruff, WREI, Inc.,
and Josh West,

Counter-Plaintiffs,

v.

Wickfire, LLC,

Third-Party Defendant.

Laura Woodruff, WREI, Inc.,
and Josh West,

Third-Party Plaintiffs,

v.

Jonathan Brown and Chet Hall,

Third-Party Defendants.

TRIMAX PARTIES’ AMENDED
COUNTERCLAIMS AND THIRD-PARTY CLAIMS

Case 1:14-cv-00034-SS Document 90 Filed 03/19/15 Page 1 of 50

Page 2

Table of Contents

TriMax Parties’ Amended Counterclaims and Third-Party Claims 2

Parties .....................................................................................................................4

1. The TriMax Parties........................................................................4

2. The Wickfire Defendants. ..............................................................4

Jurisdiction and Procedural Posture...............................................................5

3. Jurisdiction.....................................................................................5

4. Conditions Precedent .....................................................................6

5. Procedural Posture.........................................................................6

Background of the Industry ...............................................................................7

6. Overview of Pay-for-Performance Search-Engine
Advertising. ....................................................................................7

7. Campaign Implementation and the Keyword Auction...............10

8. Wickfire’s Anti-Competitive and Exclusionary
Scheme..........................................................................................11

Phase 1: Kickback and Exclusivity Agreements ..........................................12

9. In 2012, both Wickfire and TriMax promoted FCS
Merchants.....................................................................................12

10. In October 2012, FCS and Wickfire executed the
Freshology Kickback and Exclusivity Agreement. .....................13

11. Once it obtained the Freshology Kickback and
Exclusivity Agreement, Wickfire plagiarized TriMax’s
ads.................................................................................................14

12. In November 2012, Wickfire and FCS executed the
eFoodsDirect Kickback and Exclusivity Agreement. .................15

13. Once it was eFoordsDirect’s Exclusive Search
Partner, Wickfire plagiarized TriMax’s eFoodsDirect
Ads. ...............................................................................................16

14. Exclusivity harmed both TriMax and the Merchants. ...............16

Phase 2: Predatory Ads......................................................................................18

15. Unable to lawfully compete with TriMax, Wickfire
devised a predatory scheme designed to push TriMax
out of the Industry. ......................................................................18

16. Beginning in May 2013, Wickfire places Predatory
Ads. ...............................................................................................18

17. Example 1: Wickfire’s Predatory Ads in the Short
Order Campaign...........................................................................20

18. Example 2: Wickfire’s Predatory Ads in the PZI Jeans
Campaign. ....................................................................................23

Case 1:14-cv-00034-SS Document 90 Filed 03/19/15 Page 2 of 50

Page 60

2012‐12‐03 Wickfire IP Hits to TriMax eFoods Campaign

Page 29

App. 9

Case 1:14-cv-00034-SS Document 90-1 Filed 03/19/15 Page 10 of 35

Page 61

Affiliates Promoting eFoods in July 2012

Screen clipping taken: 7/30/2012 11:15 PM

Destination URL ‐ http://www.hylk4427.com/ad/server.php%3Fid%3D208&rct=j&q=efoodsdirect

LinkShare Link ‐ http://click.linksynergy.com/fs‐bin/click?id=bSrHYnFCKRA&offerid=261398.5&type=3&subid=0

LinkShare ID ‐ bSrHYnFCKRA 

Affiliate Name ‐Web Affiliates Live

2012‐07‐30 eFoods Affiliate Ads

Page 1

WICKFIRE V. TRIMAX
EXHIBIT

2
App. 10

Case 1:14-cv-00034-SS Document 90-1 Filed 03/19/15 Page 11 of 35

Page 120

WickFire Ads Using TriMax Ad Text, New I1L.co Domain & New PepperJam Affiliate Links

Screen clipping taken: 11/28/2012 11:09 PM

Destination URL ‐ http://i1l.co%3Fpub%3D1%26an%3D7%26aid%3D48590%7C22710%26sid%3D873504&rct=j&q=efoods+review

WF PepperJam Link ‐ http://www.pntrs.com/t/2‐48590‐93160‐22710?sid=50b8e0273c0493845&website=184100

Screen clipping taken: 11/28/2012 11:10 PM

Destination URL ‐ http://i1l.co%3Fpub%3D1%26an%3D7%26aid%3D48590%7C22710%26sid%3D873506&rct=j&q=efoodsdirect+review

WF PepperJam Link ‐ http://www.pntrs.com/t/2‐48590‐93160‐22710?sid=50b8e0273c0493845&website=184100

2012‐11‐28 WickFire New Ads, New Domain & PepperJam Link



App. 69

Case 1:14-cv-00034-SS Document 90-2 Filed 03/19/15 Page 35 of 36

Page 121

2012‐11‐28 Wickfire IP Hits to TriMax eFoods Campaign



App. 70

Case 1:14-cv-00034-SS Document 90-2 Filed 03/19/15 Page 36 of 36

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