1. | DACHIS GROUP SOCIAL MARKETING TO MILLENNIALS GAME ON SO MUCH RED BULL. March 2011 Social Business Summit London

2. HELLO. Archrival is the youth engagement arm of Dachis Group.

3. HELLO. We connect brands with youth culture.

4. HELLO. We study how young adults think, process and consume.

5. HELLO. We help great brands stay in touch and on target.

6. HELLO. We are culture connoisseurs and trend hunters.

7. MILLENNIALS

8. MILLENNIALS GEN X GEN Z Born 1982 to 1994 Born 1965 to 1981 Born 1995 to TBD Ages 17 to 29 Ages 30 to 45 Ages TBD to 16 Approx 70 million (26%) Approx 40 million Smaller in population

9. MILLENNIAL THEMES

10. LIFE THEMES LIFE TRACKING Millennials leverage tech to collect, categorize and diagram personal stats to better understand themselves. “I like looking at my life from different angles. It’s like a game.”

11. LIFE THEMES MIDDLE CLASS OF FAME The 15 minutes of fame ideology has gone from an aspiration to an expectation. WHICH TYPE OF FAME? CREATIVE / ARTISTIC 40% CAREER RECOGNITION 31% CAUSE 14% INTERNET 11% “I’d love to be famous for my art… if only around here.”

12. LIFE THEMES DIGIDENTITY Youth use their social channels to establish their identities and demonstrate their social currency. # of friends and followers on social channels # photos / vids tagged in # of blog subscribers # of xbox friends Location action # of comments on posts timely social news

13. LIFE THEMES TECH-EYED VIEW Millennials see the world through a social media lens, making every moment ripe for posting and sharing. “I’m always looking for my next profile pic.”

14. LIFE THEMES THE FACTS WHICH WOULD YOU RATHER DO? GIVE UP INTERNET GIVE UP SEX 67% 33% TOTAL MALES FEMALES GEN XERS

16. FAME - PUBLICLY RECOGNIZE AND HIGHLIGHT THEIR ACHIEVEMENTS AND ACCOMPLISHMENTS

17. DIGIDENTITY - GIVE THEM WAYS TO SHARE THEIR ACHIEVEMENTS AND ACCOMPLISHMENTS WITH THEIR FRIENDS ON SOCIAL NETWORKS

19. CASE STUDY TRAVIS PASTRANA SUPER MEGA NITRO JUMP

20. CASE STUDY Challenge: Develop a social game that would create awareness for and drive viewership of the Red Bull New Year No Limit event starring Travis Pastrana.

21. CASE STUDY Key Mechanic: The game is easy to learn but difficult to master.

22. CASE STUDY Key Mechanic: To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.

23. CASE STUDY Key Mechanic: To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.

24. CASE STUDY Key Mechanic: To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.

25. CASE STUDY Key Mechanic: To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.

26. CASE STUDY Key Mechanic: Made gameplay experience rich –gamers appreciate great graphics, animation, and sound effects.

27. CASE STUDY Key Mechanic: Provided ways for the player to be constantly “leveling up”, or earning achievements for successfully completing tricks and stunts.

28. CASE STUDY Key Mechanic: Made it very easy for players to instantly replay the game and change the game experience, and incented replays through tips on how to perform better.

29. CASE STUDY Key Mechanic: Drove viral sharing of the game by giving players the ability to use Facebook social sign-on to share their high scores and challenge friends.

30. CASE STUDY Key Mechanic: Drove viral sharing of the game by giving players the ability to use Facebook social sign-on to share their high scores and challenge friends.

31. CASE STUDY Key Mechanic: Integrated a friend only leaderboard that showcases their game high score in context of their friends, driving repeat play and social competition.

33. CASE STUDY RED BULL CRASHED ICE

34. CASE STUDY The Challenge: Develop a social game that would create awareness for and drive viewership and attendance of Red Bull’s Crashed Ice Competition.

35. CASE STUDY Users connect with Facebook using social sign-on, then select a character to race.

36. CASE STUDY Customization - Each character has different attributes relative to power, speed, stamina, and acceleration that impact the game physics and player strategy.

37. CASE STUDY Gameplay experience is very rich –gamers appreciate great graphics, animation, and sound effects.

38. CASE STUDY Players play the game using universally known game mechanics, utilizing a simple control system of left, right, and up arrow keys for directional movement, and space bar for acceleration.

39. CASE STUDY Players can race in two different formats. A time trial format that pits them against their friends best times, with their friends times visualized as ghost players racing along beside them.

40. CASE STUDY Or, A tournament format that pits them against computer bots, with the goal being to win through a round robin tournament structure to take the world championship.

41. CASE STUDY At the conclusion of each race, the player is shown their place on the podium, along with a snapshot of them crossing the finish.

42. CASE STUDY At the conclusion of the race, the player is given the option to share their results with their friends on Facebook.

43. CASE STUDY Winning races unlocks new characters and allows the player to upgrade their racer’s character traits in order to be more competitive against friends and bot characters.

44. CASE STUDY Players can see how they rank against their Facebook friends via two different leaderboards. The first leaderboard shows win loss record in tournament mode. The second leaderboard shows rankings based on best times in the time trial mode.

47. MILLIONS OF GAME PLAYS

48. ORGANIC FORMATION OF COMMUNITIES

49. OVER 10 MINUTES AVERAGE SESSION TIME

50. MORE THAN 40% REPEAT PLAYERS